ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI CAFE KOPI ROLAG SURABAYA

SURONO, ACHMAD (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI CAFE KOPI ROLAG SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.

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Abstract

The research was conducted to analyze what factors influence consumers in making purchasing decisions at Rolag Coffee Cafe Surabaya. The data used in this study are primary data with a questionnaire submitted to 72 respondents who became the study sample. The number of variables issued are 33 variables, and data processed using factor analysis amounts to 28 variables because the value of MSA is above 0.5 while 5 variables are issued or issued because the value of MSA is below 0.5, data obtained from respondents is processed by researchers using SPSS 24.0 for Windows. The results of this study indicate that 28 variables analyzed using factor analysis resulted in 9 factors that increased the yield of purchases. 9 of these factors factor 1 product prices with eigenvalues value 23.465%, service factor 2 with eigenvalues value 11.206%, factor 3 locations with eigenvalues value 8.20%, social factor 4 with eigenvalues value 7.775%, factor 5 design with eigenvalues value 6,334%, psychological factor 6 with eigenvalues value 5,005%, factor 7 facility with eigenvalues value 4,355%, factor 8 culture with eigenvalues value 3,858%, and factor 9 People with value eigenvalues 3.662%, And the results of this study indicate that the price factor of the most dominant product with eigenvalues value is 23.465%.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Keputusan pembelian, faktor harga produk, faktor pelayanan, faktor lokasi, faktor sosial, faktor desain, faktor psikologis, faktor fasilitas, faktor budaya, faktor SDM.
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	17 Dec 2019 05:07
Last Modified:	14 Dec 2022 09:11
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1270

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