Analysis the Factors that Influence Purchasing Decision of Bengkuang in Padang City: Analysis the Factors that Influence Purchasing Decision of Bengkuang in Padang City

摘要

There is a low demand for bengkuang in Padang city. The purpose of this study was to determine the factors that influence purchasing decision of bengkuang in Padang City. The method used for this study was Principal Component method, using a questionnaire to collect data from 200 respondents selected by purposive sampling method which included in non-probability sampling in the consumer population of bengkuang in Padang City. Data of respondents were measured using Likert Scale that ranged from 1 (strongly disagree) to 5 (strongly agree). The results of the study were obtained in identifying the factors that influence purchasing decision of bengkuang in Padang City, involve 30 variables assumed to be related to consumer decision. The results of processing using factor analysis showed that of the 30 variables, 19 variables were obtained which could explain the relationship between variables and could be grouped into six factors, namely product and income level factor, psychological and personal factor, price factor, social and cultural factor, promotion factor, and distribution factor. Product and income level factor are the most dominant factor influence the purchasing decision of bengkuang in Padang City.