PENGARUH FAKTOR SOSIAL DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN DAPUR M’RIAH MOJOKERTO

DIYANG INDRI ANI, DIYANG INDRI ANI (2019) PENGARUH FAKTOR SOSIAL DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN DAPUR M’RIAH MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Indri Ani, Diyang, 2018. "The Influence of Social Factors and Personal Factors on Purchasing Decisions in Dapur M’riah Restaurant Mojokerto. Thesis / Final Project, Marketing Management study program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Eny Setyariningsih, SE., MM Supervisor II : Rika Dwi Harsasi, SE., M.SM This study aims to determine the effect of social factors and personal factors partially and simultaneously on purchasing decisions at the Dapur M'riah restaurant in Mojokerto. The population of this study was all consumers who enjoyed products and services at Dapur M'riah Mojokerto restaurant as many as 1,386 respondents. The number of samples is 140 respondents. The sampling technique used purposive sampling technique. Data collection method uses a questionnaire. Data sources used are primary data and secondary data. The data obtained were analyzed quantitatively using validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis test (t test and f test), determination test, hypothesis testing was done using SPSS version 22 program. The results of this study indicate that the regression coefficient is Y = 4, 341 + 0, 385 + 0.254 + e. From the results of the t-test of social factors obtained the value of t arithmetic (4, 103)> t table (1.977) and personal factors obtained the value of t arithmetic (3.995)> t table (1.977), with significant 0.000 <0, 05 means the factor social and personal factors partially have a positive and significant influence on purchasing decisions at Dapur M'riah restaurants. From the test results f obtained the value of f table (52, 197)> f table (2, 70) with a significant value of 0.000 <0, 05 means that social factors and personal factors simultaneously have a significant positive effect on purchasing decisions at restaurants Ma Kitchen 'riah. Keywords: Social Factors, Personal Factors, Purchase Decisions.

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