Analisis Faktor–Faktor yang Mempengaruhi Keputusan Pembelian pada TV Berlangganan Transvision di Kota Medan

Abstract

The higher business competition makes the businessman should be able to see and take advantage of market opportunities. This study discusses Analysis of Factors Affecting Purchase Decision In Subscription TV Transvision in Medan City. This study aims to determine how to factor the culture, social, personal, psychology influence purchase decisions in Transvision Medan. The research method used explanatory research (explanatory research) with quantitative approach. The sample in this study were 130 respondents. Data collection techniques are research consisted of questionnaires and literature study. Analysis of the data used is the test instrument (validity and reablitias), a single data analysis, as well as methods of data analysis consisted of testing the classical assumption of normality test, multicolinearity, heterocedasticity test, test multiple regression analysis, hypothesis testing which consists of T test, F test and determinant coefficient (R2 ). Results of the study showed that simultaneous Transvision Medan independent variables consist of social, personal, psychology less affect the purchase decisions in Transvision Medan. Partially that influence the purchase decision is variable culture. And culture variable is the variable most dominant influence on purchasing decision.