Abstract
This research is aimed at finding out factors that influence custemers buy in Hero Super Market. Some conclusion from the research result are: (1). Results of correlation matrix indicate relations among vatriables in the population.I can be seen from value of barlett’s test of spherity as many as 2298.599 and value of Kaiser-Mayer-Olhin o,601. It means analysis of significant factor to analyze the matrix correlation,because its value > 0,50. (2).Results of factor analyses indicate cumulative petrcentage as much as 60.10 %, it shows that the research is able to explain factors that influence attitudes of consumers indeciding to buy in Hero Super Market Surabaya, while the remaining 39.90 % influenced by others factors. (3).Through rotation by way of using factor analysis from 26 variables summarized into 22 variables and classified into 9 component or core factor.
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