Analisis Faktor – Faktor yang Mempengaruhi Perilaku Konsumen terhadap Keputusan Pembelian (Studi pada Rumah Makan Babi Panggang Karo Haleluya Medan)

Abstract

Consumer behavior is the behavior shown consumers in finding , purchasing , using , evaluating , and spend the products and services that they expect will satisfy their needs . Factors that influence consumer behavior in Babi Panggang Karo Haleluya Restaurant consists of cultural factors , social factors , personal factors , and psychological factors that influence the purchase decision in Babi Panggang Karo Haleluya Restaurant. Based on this background , this study aims to determine the factors that influence consumer behavior towards buying decision dominant in Babi Panggang Karo Haleluya Restaurant. The method used in this research is descriptive research methods with quantitative approaches and there are 96 samples in this study ie , visitors who make a purchase of more than two times . From the research conducted , it is concluded that cultural factors , social factors , personal factors , and psychological factors simultaneously and has a significant influence on purchasing decisions , in this case the psychological factor is the most dominant factor in the factors that influence consumer behavior towards buying decision in Based on this background , this study aims to determine the factors that influence consumer behavior towards buying decision in dominant in Babi Panggang Karo Haleluya Restaurant.