FAKTOR-FAKTOR YANG MEMENGARUHI PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN  PADA PASAR TRADISIONAL

Ni Gusti Ayu Rinda Yanti; RR. Siti Munawaroh

FAKTOR-FAKTOR YANG MEMENGARUHI PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN PADA PASAR TRADISIONAL

Ni Gusti Ayu Rinda Yanti, RR. Siti Munawaroh

Abstract

This study aims to examine the effect of cultural, social, personal and psycho-logical variables simultaneously and partially on purchasing decisions. This research was conducted at the traditional market in North Banjarmasin. This study uses a causal research design. The type of data in the study is quantitative da-ta. The data used in the form of primary data, namely, data obtained directly from res-pondents by questionnaires distributed to 50 buyers in Cemara Market North Banjarmasin. The sample is determined based on the incidental technique. Data analysis was carried out by multiple linear regression methods. The results showed that cultural, social, personal and psychological variables simul-taneously had a significant effect on consumer purchasing decisions in traditional mar-kets in North Banjarmasin. Partially social and personal variables have a significant effect on decision making. Other variables in this study are cultural and psychological have no significant effect on decision making.

Full Text:

PDF (Bahasa Indonesia)

References

Ghozali. 2016. Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 Edisi 8 Cetakan ke VIII. Semarang: Universitas Diponegoro.

Jogiyanto. 2011. Struktural Equation Modeling (SEM) Berbasis Varian dalam Penelitian Bisnis. Konsep dan Aplikasi.

Kotler, P., & Keller, K. L. 2012. Manajemen Pemasaran. Edisi Dua Belas. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. 2018. Manajemen Pemasaran. Edisi Dua Belas Jilid Satu. Jakarta: PT INDEKS.

Putri, M. R. 2016. Pengaruh Faktor Pribadi, Produk, dan Situasi terhadap Keputusan Konsumen dalam Pembelian Honda Mobilio di Bandar Lampung.

Manajemen.

R, M. 2015. Teori Asumsi Klasik Regresi Linier Berganda.

Rahim, R. 2017. Pengaruh Bauran Promosi terhadap Keputusan Wisatawan untuk Berkunjung ke Daya Tarik Wisata Ladaya Kutai Kertanegara. Administrasi Bisnis.

Ramadhani, F. 2015. Pengaruh Kualitas, Harga, dan Citra Merek terhadap Pengambilan Keputusan Pembelian LCGC Toyota Agya di Wilayah Jabodetabek. Manajemen.

Rini, W. S., Ruwanti, G., & Ernawati, S. (2018). Capital Expenditure Determinants with Economic Growth as a Moderator in Regency and Municipal Government in South Kalimantan. International Journal of Accounting, Finance, and Economics, 1(1), 7-17.

Ruwanti, G., Chandrarin, G., & Assih, P. (2018, December). Effect Of Corporate Governance On Relationship Between Corporate Social Responsibility And Firm Sizes With Earnings Management. In 3rd International Conference of Graduate School on Sustainability (ICGSS) 2018.

Sangadji, E. M., & Sopiah. 2013. Perilaku Konsumen. Yogyakarta: CV ANDI OFFSET.

Sanusi, A. 2017. Metode Penelitian Bisnis Cetakan Ketujuh. Jakarta: Salemba Empat.

Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Syahdan, S. A., Munawaroh, R. S., & Akbar, M. (2018). Balance Scorecard Implementation in Public Sector Organization, A Problem?. International Journal of Accounting, Finance, and Economics, 1(1), 1-6.