ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SAYURAN DI PASAR TRADISIONAL DI KOTA SEMARANG

WIDIA, SHARA NOOR (2014) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SAYURAN DI PASAR TRADISIONAL DI KOTA SEMARANG. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

ABSTRACT When the existence of traditional markets began tersaingai by the modern market. Nevertheless, the existence of traditional markets is still needed by the people of middle and lower economic class because, price negotiable, as well as the need for fresh vegetables. Object of this study is that the vegetables offered by traditional market in Semarang. The purpose of this study was to analyze the influence of cultural, social, personal and psychological impact on purchasing decisions vegetables in a traditional market in Semarang. The population in this study is that consumers who make purchases of vegetables in Traditional Market (Pasar Johar, Fur Market, Market Peterongan, Karangayu Market, Kobong Market, Market Jatingaleh, Randusari Market, Market Sampangan) in Semarang whose number is unknown. Selected sample some consumers Restu Bundo restaurant, Semarang which amounted to 100 consumers. Methods of data collection using questionnaire and analysis technique used is multiple regression. The results showed that: 1) cultural factors proved positive and significant impact on purchasing decisions. 2). Social factors proved positive and significant impact on purchasing decisions. 3). Personal factors proved positive and significant impact on purchasing decisions. 4). Psychological factors proved positive and significant impact on purchasing decisions. 5). Cultural factors, social factors, personal factors and psychological factors and significant proven effect on purchasing decisions jointly.

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