Analisis Faktor–Faktor yang Mempengaruhi Konsumen dalam Keputusan Pembelian Produk (Studi pada Toko Abdi, Medan)

Abstract

Where consumers have an enormous influene on the achievement of the ultimate goal of a company. Therefore companies should know the factors that influence the consumer’s decision to buy a product. Formulation of the problem in research is : what are the factors that influence consumers in a product purchase decision and what factors most influence on the purchasing decisions of consumers in a product as for the purpose of this research are : to identify and analyze the factors that can influence the consumer’s decision to purchase a product that is in store servant in order to increase sales volumes to maximize profits, and now what factors most influence on purchasing decisions. Forms of research used in this research is a from of descriptive research with quantitative approach method of data collection is done through a questionnaire, literature study and documentation study. The authors took a sample of 40 respondents. Using a formula that mulriple regression analysis, adjusted R .Square, or the coefficient of determination , test F and test T. With the aid of a computerized system (SPSS VERSION 16). The results showed that the independent variables (Product , Price , Promotion , Distribution , Cultural , Social , Personal , and Psychological) have and influence on the dependent variable, namely purchasing decision. This corresponds to the value F count of 230.726 with a significance level 0.00 smaller than 0.05. This implies that the independent variables (Product , Price , Promotion , Distribution , Cultural , Social , Personal , and Psychological) has and influence on the purchase decision variables. The coefficient of determination is 0.976 or 97,6%. These figures indicate that the variation of the eight independent variables able to explain the variation and the remaining 97.6% 2.4% (100% - 97.6%) is explained by other factors that are not entered in this study.