Analisis Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Membeli Produk Fashion Handmade Bangkok (Studi Penelitian pada Isaura Fashion)

Abstract

An understanding of consumer behavior is very necessary especially at this time, where the development of the fashion world so rapidly and quickly create higher competition intensity, and it is becoming very important for businesses if it wants to be accepted by consumers. This study aims to: 1) To determine and analyze the influence of cultural, social, personal, and the psychology of the consumer decision to purchase clothes products in stores Isaura bangkok Handmade Fashion. 2) To know and analyze the variables which are the dominant influence on purchasing decisions bangkok Handmade clothes products in stores Isaura Fashion. The study design used is descriptive quantitative research. Samples were subjected to experiments as many as 100 respondents Bangkok handmade fashion clothes users and retrieval of data in the form of observation and questionnaires. As for the processing of the data were analyzed to test the validity and reliability using Alpha Cronbach formula with the help of a computer program SPSS 18.0 for windows. The analysis technique used is multiple linear regression analysis. From the analysis it was found that the variable factor of cultural, social, personal and psychological simultaneously / together have a significant influence (significant) towards the decision of purchase fashion clothes handmade Bangkok and social variables has dominant influence to decisions of purchase Bangkok handmade fashion clothes products.