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THE EFFECT OF SITUATIONAL AND PRODUCT FACTORS ON CONSUMER BUYING DECISION IN HYPERMART AT MANADO CITY

Nova Ch. I., Mamuaya (2015) THE EFFECT OF SITUATIONAL AND PRODUCT FACTORS ON CONSUMER BUYING DECISION IN HYPERMART AT MANADO CITY. In: SEMINAR NASIONAL & CALL FOR PAPER APMMI 2015. Program Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi Manado, pp. 100-106. ISBN 978-602-73622-0-8

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Abstract

This research aims at (1) understanding and analyzing the effect of situational and non situational (product) factors, simultaneously or partially, on the consumer buying decision in hypermart at Manado City, (2) understanding and analyzing factor with dominant effect on consumer buying decision in hypermart at Manado City. The observed situational and non situational (product) factors through Belk Theory. Sampling has been developed through accidental sampling, resulting in 90 respondents. Data have been collected by main instrument of questionnaire, 5-point Likert Scale to measure the respondents’ answer, data analysis using multiple linier regression. Results of research indicate that situational and product factors have significant effect simultaneously or partially on consumer buying decisions in hypermart at Manado City and product assortment has dominant effect on consumer buying decision in hypermart at Manado City. Tujuan penelitian ini adalah : (1) untuk mengetahui dan menganalisis pengaruh faktor-faktor situasional dan non situasional (produk), baik secara simultan maupun parsial, terhadap keputusan pembelian konsumen di hipermarket Kota Manado, (2) untuk mengetahui dan menganalisis faktor yang mempunyai pengaruh dominan terhadap keputusan pembelian konsumen di hipermarket Kota Manado. Faktor-faktor situasional dan non situasional (produk) yang diteliti didasarkan pada teori Belk. Sampel diambil dengan teknik accidental sampling, terdiri dari 90 responden. Data dikumpulkan dengan menggunakan instrumen utama berupa kuesioner, jawaban responden diukur dengan Skala Likert 5 titik. Alat analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa faktor situasional dan faktor produk berpengaruh signifikan secara simultan maupun parsial terhadap keputusan pembelian konsumen di hipermarket Kota Manado dan keragaman produk mempunyai pengaruh dominan terhadap keputusan pembelian konsumen di hipermarket Kota Manado.

Item Type: Book Section
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mr. Benhard W. Tampangela, ST
Date Deposited: 15 Jan 2016 11:36
Last Modified: 15 Jan 2016 11:36
URI: http://repo.unsrat.ac.id/id/eprint/1025

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