ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TAS KAIN HAJATAN (STUDI KASUS PADA UD. AURA MULIA MOJOKERTO)

MUHAMMAD ICHYA BIDLURIL, MUHAMMAD ICHYA BIDLURIL (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN TAS KAIN HAJATAN (STUDI KASUS PADA UD. AURA MULIA MOJOKERTO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Bidluril, Muhammad Ichya 2018. Analysis Of Factors That Influence The Purchase Decision Of The Goodiebag Study In Ud. Aura Mulia Mojokerto. 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 Market competition in increasing the buying interest of consumers of goodiebags raises the idea to research further about the factors that influence the purchase decision of a goodiebag. Not all factors that encourage consumer buying interest are the reason consumers make the decision to buy a goodiebag, therefore it needs to be examined by doing factor analysis. The results of the preliminary survey research produced 20 variables that were considered by consumers in making a decision to purchase a woven goodiebag at UD. Aura Mulia. This study uses quantitative methods, determining the number of samples using a sample quota that is determining the number of samples as many as 75 respondents. Data collection was obtained by distributing questionnaires, namely how to collect data through a list of questions given by respondents to be filled out. Data analysis used in this study is factor analysis by summarizing (summarizing) information in the original variable (initial) into a set of new dimensions or variates (factors). Based on the results of the study by using factor analysis it is known that the factors that influence the purchase decision of a goodiebag at UD. Aura Mulia is a product, product marketing mix, price factors, distriution factors, practical factors, and situational factors. Keywords: Purchase Decision, Factor Analysis, Quantitative

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