ANALISIS FAKTOR- FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK NUTRITIONAL SHAKE HERBALIFE DI RUMAH NUTRISI KOTA MOJOKERTO

PUTRI HANA PERTIWI, PUTRI HANA PERTIWI (2019) ANALISIS FAKTOR- FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK NUTRITIONAL SHAKE HERBALIFE DI RUMAH NUTRISI KOTA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Pertiwi, Putri Hana, 2018, analysis of factors that influence the purchase decision of nutritional shake herbalife products in the nutritional home of the city of Mojokerto. Final project / Script, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM) Lecturer I : Eny Setyariningsing, SE., MM Lecturer II : Budi Utami, SE., MM This study aims to analyze the factors that influence the purchase decision of Herbalife Nutritional Shake products. The data used are primary and secondary data. The sample studied was 83 respondents. The number of variables studied were 28 variables. The data processed using factor analysis of 26 variables can be further analyzed. There are 2 variables released because the MSA value is <0.5. Data obtained from respondents were processed using SPSS 24.0 For Windows. The results showed that the results of the 26 variables were analyzed by factor analysis models which were factors influencing the purchase decision of Herbalife Nutritional Shake products. These factors consist of 6 factors, namely, environmental factors with a total eigenvalue of 9,800, social factors with total eigenvalues 3,106, personal factors with total eigenvalue of 1.606, psychological factors with total eigenvalue of 1.326, marketing factors with total eigenvalue of 1.222, location factors with total eigenvalue 1,105. The dominant factor that influences the purchase decision of Herbalife Nutritional Shake products at nutrisis house in Mojokerto City is an environmental factor consisting of promotion, distribution, subculture, age and life cycle, lifestyle, personality, perception, and knowledge variables with a variance percentage value of 37,693% Keywords: Analyze Factors, Purchase Decision

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