ANALISIS PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN SEMEN GRESIK DI SEMARANG

Abstract

This research aimed to determined the influenced of cultural, social, personal and psychological towards purchased decision Gresik cement brand. Research problem refers to the declined of sales and a decreased in the value of Top Brand cement index from year to year. Purchasing decisions made by consumers of cement Gresik is influenced by many factors, some of which are cultural, social, personal and psychological. This research used a sample of 100 respondents and all respondents are consumers of cement Gresik brand in Semarang. Data were collected through a questionnaire filled out by the respondents when making a purchase. Then the data were analyzed by using multiple regression analysis. This research resulted in the regression equation: Y = 0,554 X1 + 0,244 X2 + 0,197 X3 + 0,317 X4 The analysis showed that the variables of cement Gresik purchasing decisions are influenced by cultural variables, social, personal and psychological by 60.7% while the remaining 39.7% is explained by other variables outside the four variables used in this study