ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMILIHAN PASAR SWALAYAN SEBAGAI TEMPAT BERBELANJA (Studi Kasus Pada Pasar Swalayan Di Kawasan Seputar Simpang Lima Semarang )

Abstract

Shoppers in department stores choose department as shopping place by considering several factors (variables). However, in this research only four factors were taken as variables i.e. locations, facility, services and the variety of product offered. Respondents were 100 shoppers which selected by using accidental sampling method. The data were analyzed by using regression analysis method. The result of analysis indicates that all of four variables influenced on shoppers the decision to select the department store as the place to shop is 57%. The most dominant variables, however, is the variety of product offered (0,374), location (0,323), facility (0,168) and the least is service variable, that is only 0,097.