ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MINUMAN MEREK YOTTA DI KELURAHAN DAYA KECAMATAN BIRINGKANAYA

  • Afifah Khonita Masrullah

Abstract

Afifah Khonita Masrullah 2020.Thesis. Factors analysis which influence the consumers to purchasing decision brand of Yotta drink in kelurahan Daya Biringkanaya Makassar, supervisor Dr. Thamrin Abduh.SE.,M.Si dan Dr. Munawar Yantahin.ST.,M.BA


The purpose of the study to know and find out the factors whose influenced decision of purchasing Yotta drink in the Daya Biringkanaya Kota. The object of this study was some of the consumers who lived in the kelurahan Daya kecamatan Biringkanaya Kota Makassar.


The sample method used of the Slovin technical, the consumers of this study was 300 people. The data used is a primary data in the questionnaires who shared to respondents. The method of data analysis in this study was multiple linear regression.


The result of this study showed that: 1) Cultural Factors have no effect on purchase decisions. The value of thitung = -433< ttabel = 0,125,then the Cultural Factor had no effect with a level of significance of 0.665 > 0.05 towards an insignificant number. 2) Social Factors have no significant effect on Purchase Decisions. Indicated by the value thitung = 2,131< ttabel = 0,125, then the Cultural Factor had no effect with a value of 0.034 > 0.05 towards an insignificant number. 3) Personal factors had a positive and significant effect on purchase decisions. Indicated by the value thitung = 3.716<ttabel = 0,125, then personal factor positively affects with a value of 0.000 > 0.05 towards a significant number. 4) Psychological factors had a positive and significant effect on purchase decisions that showed by thitung = 7,836>ttabel = 0,125, then personal factor positively affects with a value of 0.000 > 0.05 towards a significant number

Published
Feb 20, 2021
How to Cite
MASRULLAH, Afifah Khonita. ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MINUMAN MEREK YOTTA DI KELURAHAN DAYA KECAMATAN BIRINGKANAYA. Economics Bosowa, [S.l.], v. 7, n. 001, p. 23-31, feb. 2021. ISSN 2477-0655. Available at: <http://economicsbosowa.unibos.id/index.php/eb/article/view/424>. Date accessed: 04 mar. 2021.