ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN LUMPIA DI KOTA SEMARANG

Abstract

ABSTRACT: This research which aims to determine the factors considered by consumers as well as the dominant variables in purchasing spring rolls in Semarang City. The basic method of research is descriptive and analytical. Determination of the location of the study was done purposively. The sampling method used was accidental sampling. The number of respondents was 100 people. Data collection techniques were carried out by interview using a questionnaire tool (Likert scale). Data analysis methods used is  factor analysis with the help of the SPSS application. The results of the research achieved are formed four core factors that influence consumer purchasing decisions determined based on the value of eigenvalue. Factors formed include: (1) product and service factors have an eigenvalue of 4,291, (2) socio-cultural and environmental factors have an eigenvalue of 2,292, (3)price and promotion factors have an eigenvalue of 1,160, and (4) psychological factors and promotions media have an eigenvalue of 1,014. Dominant variables that are considered by consumers is determined by looking at the value of factor loading highest on each factors, which include variable size has a value of factor loading of 0,812 variable souvenirs Semarang has a value of factor loading of 0,822; variable affordable price has a value of factor loading by 0,818; and variable motivation has a value of factor loading by 0,794.

Keywords: Purchase Decision, Semarang Spring Rolls, Factor Analysis eigenvalue, Factor loading.