Analisis Faktor-Faktor yang Mempengaruhi Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Produk Roti Ganda Pematangsiantar

Abstract

Every entrepreneur should be able to create the interest in their products, so consumers do product purchasing decisions. Quality products, competitive prices, accessible location and outstanding service are the factors considered by consumers prior to making a purchase decision of a product. The Purpose of this research is to determine which factors; product, price, location, and service giving the most dominant influence on costumer decision on purchasing product in Ganda Bakery Pematangsiantar. This is a quantitative research using primary data from ninety six respondent as samples and using Accendential Sampling that the consumer ever made a purchase decisions as twice. And using instrument test (validity and reliability), and factor analysis. Based on the results of research, the most dominant factor that influence the purchase decision (Y) is service variable (X4) which have the highest value in table of component matrix. Services have a value of 0.862 in the table componet matrix . Price (X2) became the second most dominant factor for consumer to make a purchase with a value of 0.797 in the table component matrix . Location (X3) became the third factor for consumer to make a purchase decision with a value of 0.734 in the table component matrix . And product (X1) became the last factor for consumer to make a purchase decision with a value of 0.712 in the table component matrix . This prove that the Ganda Bakery had the advantage on service such as the process of presenting products are fast , friendly waiters in serving, cleaning the worker and customers receive orders in accordance with the desired menu compared with other factors such as price , location and product .