ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MARTABAK LEGIT KHAS BANDUNG CABANG PURWOKERTO

Heni, Oktiana (2022) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MARTABAK LEGIT KHAS BANDUNG CABANG PURWOKERTO. Skripsi thesis, UIN Prof. K.H. Saifuddin Zuhri.

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Abstract

Purchasing decision is the process of formulating various alternatives in order to make a choice on one particular alternative to make a purchase. Marketers need to know who is involved in buying decisions and what role each person plays for many products, it is easy enough to recognize who makes the decisions. For Martabak Legit, this is a culinary business located in Purwokerto which is located and served in the afternoon and evening. For Martabak Legit, this is a martabak that already has many branches both in Purwokerto and outside Purwokerto. In terms of competition, Martabak Legit has many competitors, especially in Purwokerto, martabak that has been said to be widely known by the people of Purwokerto including martabak 88, martabak sumo and others. So it is necessary to have a marketing strategy by providing satisfaction in purchasing decisions to consumers. There are several factors that influence consumers in making purchasing decisions. So this study aims to determine what factors have a positive and significant impact on purchasing decisions. The method used in this study is quantitative using the Non Probability Sample technique, namely incidental sampling method with a total sample of 100. This study contains 35 question indicators that influence purchasing decisions with 8 latent variables namely product, price, location, promotion, customer service, cultural, social, and personal. The analysis technique uses Corfirmatory Factor Analysis (CFA) 2nd Order Type Reflective Reflective. The results of this study indicate that product, price, location, promotion, customer service, culture, social and personal have a positive and significant influence on purchasing decisions. From these factors, there are factors with the highest Original Sample value of 0.811 on the service variable and the lowest Original Sample value of 0.365 on the social variable.

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