FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN ROTI BEKATUL DI TOKO SUPER ROTI SEMARANG

Abstract

Abstract : This research aims to determine the factors considered by consumers in purchasing bekatul bread in Toko Super Roti Semarang. This research used descriptive method. Toko Super Roti Semarang was chosen purposively as the location of research. Judgment sampling was the technique used to collect the research samples. The data were analyzed using factor analysis. The results show that the factors considered by consumers in purchasing bekatul bread are condition, promotion, location, advertising, product, price and aroma, taste, and ease of access. Meanwhile, the consumers’ most-dominantly-considered variables in purchasing bekatul bread in Toko Super Roti Semarang are store’s cleanliness, competitiveness, parking lot, advertising, nutritional content, affordable price, and taste. The most dominant decision-making variables considered by consumers are store cleanness, competitiveness, parking lot, advertising, nutritional content, price, and taste.

Keywords : Factor Analysis, Purchase Decision, Bekatul Bread, Semarang City