PENGARUH FAKTOR PSIKOLOGIS, BUDAYA DAN SITUASIONAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO ALFAMART DI KECAMATAN NGALIYAN, SEMARANG

Abstract

PT Sumber Alfaria Trijaya Tbk is one of the
companies engaged in modern retail with
Alfamart store as stores. Consumer Buying
decision is one measure that can describe the
performance of the company's existence. The
purpose of this study is to investigate the
Influence of Psychological Factors, Cultural
and Situational to Consumer Buying
Decisions in Alfamart Stores in Ngaliyan
District, Semarang. To get the appropriate
results, this study uses Statistical methods
such as multiple linear regression method, Ttest
, F test and the coefficient of
determination (R2). Based on the results of
multiple linear regression equation Y = 1.673
+ 0.227 (X1) + 0.263 (X2) + 0,305 (X3) .
Based on the the analysis t value of variable
psychological factors is (2.404), cultural
factors is (2.901) , situational factors is
(4.480) having a value greater than t table
(1.660) . ANOVA calculation results are
known that the calculated F value (40.980) is
greater than F table (2.700). Then it can be
concluded that these three variables partially
and simultaneously influence purchasing
decisions. And situational factors (X3) have
strong dominant influence on purchasing
decisions.