FAKTOR-FAKTOR YANG MEMENGARUHI PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI BLUDER COKRO DI KABUPATEN MAGETAN

Abstract

Currently the growth of bakery continues to grow due to changes in people's consumption patterns that are increasingly practical. Bread is easy to serve and consume. Bluder Cokro is a famous bread product from CV. COKRO ABADI. Bluder Cokro could be find in many cities, one of them is in Magetan Regency. Entrepreneurs must be able to find out what factors influence purchasing decisions so that won’t lose in competition. This study aimed to determine the effect of product(X1), price(X2), location(X3), promotion(X4), people(X5), process(X6), and physical evidence(X7) on purchasing decisions for Bluder Cokro in Magetan Regency. The basic method of this research is descriptive with quantitative approach. The sample check using accidental sampling method. The number of respondents was 60 people. The data was analyzed with multiple linear regression. The results of this study indicate that product, price, location, promotion, people, process, and physical evidence simultaneously influence the purchasing decision of Bluder Cokro in Magetan Regency. The variable of location, promotion, people, process, and physical evidence partially influence the purchasing decision of Bluder Cokro. The variable of process is the most dominant variable in purchasing decisions of Bluder Cokro in Magetan Regency.

Keywords: Bluder, Consumer Preference, Purchase Decision, Magetan