ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK MEREK VALUE PLUS DI MATAHARI HYPERMART PEKANBARU

Abstract

This study aimed to determine the influence of social factors, personal factors, and psychological factors simultaneously or partially to the consumer's decision to buy Value Plus product in the Matahari Hypermart Pekanbaru. The population in this study are consumer Value Plus product that have Hi Card by 2012, amounting to 1,718 people. While the sample in this study is determine using Slovin formula, to obtain the 95 people with purposive sampling method. The analysis are using descriptive method with multiple regression models. The results showed that social factors, personal factors and psychological factors have a positive and significant impact simultaneously on consumer decisions in purchasing products Value Plus at Hypermart Pekanbaru. Partially only social factors has significantly influence to the consumer decisions in purchasing products Value Plus at Hypermart Pekanbaru, but personal and psychological factors had no significant effect.