ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN DAPUR M’RIAH MOJOKERTO

SEPTIANA NOVIA, SEPTIANA NOVIA (2019) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN DAPUR M’RIAH MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Novia, Septiana. 2018. Analysis of Factors Affecting Consumer Purchasing Decisions in Dapur M'riah Mojokerto’s Restaurant. Script/final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Eny Setyariningsih, SE., MM Advisor II : Rika Dwi Harsasi, SE., M. SM This study aims to determine what factors influence purchasing decisions at Mojokerto Kitchen M'riah Restaurant. The type of data used in this study is a quantitative questionnaire. Sources of data in this study were obtained through primary data and secondary data. The population in this study were all consumers who had once or several times enjoyed food, drinks and services at the Dapur M'riah restaurant during the month of July totaling 1,386 customers. The sample in this study was 140 respondents. The sampling technique used is Non Probability Sampling technique with Purposive Sampling method. The number of variables studied is 20 variables. Data processed using factor analysis as many as 19 variables. The remaining 1 variable is issued because the validity value is less than r table 0.166. While the data analysis uses factor analysis with the help of SPSS version 22.0 For Windows. Based on the results of the study of 19 variables analyzed using factor analysis there are 5 new factors that influence consumer purchasing decisions at Dapur M'riah restaurants. These factors include influential service quality factors of 25,691%, marketing factors of 7,590%, product quality factors of 6,708%, facility completeness factors of 6,084% and product safety factors of 5,609%. Keywords: Factor Analysis, Purchase Decision

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