Pengaruh Faktor Budaya, Sosial, Pribadi, Dan Psikologis Terhadap Keputusan Pembelian Di Restoran Burger King Salemba Raya / The Influence of Cultural, Social, Personal, And Psychological Factors On Purchasing Decisions At Burger King Restaurant Salemba Raya

an, Musrif' and Hariyanto, Drs. Jusuf (2020) Pengaruh Faktor Budaya, Sosial, Pribadi, Dan Psikologis Terhadap Keputusan Pembelian Di Restoran Burger King Salemba Raya / The Influence of Cultural, Social, Personal, And Psychological Factors On Purchasing Decisions At Burger King Restaurant Salemba Raya. Pengaruh Faktor Budaya, Sosial, Pribadi, Dan Psikologis Terhadap Keputusan Pembelian Di Restoran Burger King Salemba Raya/The Influence of Cultural, Social, Personal, And Psychological Factors On Purchasing Decisions At Burger King Restaurant Salemba Raya. (Unpublished)

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh faktor budaya, sosial, pribadi, dan psikologis terhadap keputusan pembelian di restoran Burger King Salemba Raya. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah konsumen Burger King yang berada di Salemba Raya. Sampel yang diambil sebanyak 100 responden dengan kriteria yaitu minimal satu kali membeli produk di Burger King Salemba Raya. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan instrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Pengolahan data dilakukan dengan perhitungan menggunakan software SmartPLS 3.0. Hasil penelitian menyatakan bahwa faktor budaya tidak berpengaruh terhadap keputusan pembelian, faktor sosial berpengaruh terhadap keputusan pembelian, faktor pribadi berpengaruh terhadap keputusan pembelian, dan faktor psikologis berpengaruh terhadap keputusan pembelian. / This study aims to determine the influence of cultural, social, personal, and psychological factors on purchasing decisions at Burger King Salemba Raya restaurant. The research strategy used is associative strategy. The population in this study is the Burger King consumers residing in Salemba Raya. Samples taken as many as 100 respondents with the criteria of at least one time buying a product at Burger King Salemba Raya. The sampling technique used was purposive sampling with a data collection instrument in the form of a questionnaire. The data taken is primary data. Data processing is performed by calculations using SmartPLS 3.0 software. The results of the study stated that cultural factors had no influence on purchasing decisions, social factors influenced purchasing decisions, personal factors influenced purchasing decisions, and psychological factors influenced purchasing decisions.

Item Type: Article
Uncontrolled Keywords: Faktor Budaya, Sosial, Pribadi, Psikologis, Keputusan Pembelian. / Culturan factors, social, personal, psychological, purchasing decision.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 890 not found.
Date Deposited: 09 Nov 2020 05:42
Last Modified: 09 Nov 2020 05:42
URI: http://repository.stei.ac.id/id/eprint/1572

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