FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN JAMU TRADISIONAL DI KOTA SURAKARTA

Abstract

Abstract : The research aims to determine what factors influence the decision to purchase traditional herbal medicine and the dominant factor influence the decision to purchase traditional herbal medicine in Surakarta City. The basic method used in this research is descriptive analytical method with survey research technique. The method of determining the location of the research is aimed at Surakarta City. The sampling method used is accidental sampling with 100 respondents. Analysis of data used is factor analysis using SPSS program. Measurement of variables using a likert scale. The results of factor analysis show that there are three factors that influence consumer purchasing decisions. These factors are belief factor, environmental factor, and product superiority factor. The results showed that the most dominant factor influencing consumer purchasing decisions is a belief factor with a number of factor loading values of 3.482 and an eigenvalue of 3.227.