ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN PERHIASAN LAPIS EMAS (Studi Kasus Pada Konsumen Nirwana Mas Silver Group Di Mojokerto)

TIARA NIKEN PRAMESTI, TIARA NIKEN PRAMESTI (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM KEPUTUSAN PEMBELIAN PERHIASAN LAPIS EMAS (Studi Kasus Pada Konsumen Nirwana Mas Silver Group Di Mojokerto). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRAK Tiara Niken, 2018. Analysis of Factors Affecting Consumers in the Decision to Purchase Gold Tier Jewelry at Nirwana Mas Silver Group. Script / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Lecturer I : Budi Utami, SE., MM Lecturer II : Eny Setyariningsih, SE., MM This study aims to determine what factors influence consumers in gold- plated jewelry purchasing decisions at Nirwana Mas Silver Group. The type of data used in this study is a quantitative questionnaire. And the source of data in this study was obtained through primary data. The population in this study were all Nirwana Mas Silver Group jewelry consumers within 1 month when the research took place amounting to 75 people. The sample in this study were 75 respondents. The sampling technique used is the Non Probability Sampling technique with a sampling method that is purposive sampling. And data analysis using factor analysis with the help of SPSS version 22. From the Factor Analysis it can be concluded that there are 7 main factors that influence consumers in the gold-plated jewelry purchase decision at Nirwana Mas Silver Group which is produced after testing 32 variables using factor analysis. Keywords: Factor Analysis, Gold Tier Jewelry, Purchase Decision.

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