Dampak Perilaku Konsumen terhadap Pengambilan Keputusan Konsumen dalam Membeli Produk pada Mini Market

Abstract

the purpose of this study is to determine the influence of cultural, social, personal and psychological factors on consumer decision to buy consumer goods products on mini market in Medan City. The results of research conducted known that cultural factors affect the buying decision. Social factors affect the buying decision. Personal factors affect buying decisions While psychological factors have no effect on buying decisions. Looking at the partial test, it is known that the influence of social factors is stronger in influencing buying decision than other factors. In the F test known that cultural, social, personal and psychological factors affect the buying decision. While the ability of cultural, social, personal and psychological factors able to explain the buying decision of 0.598 or 59.8%. The remaining 40.2% is explained by other factors not included in this research model. As a basis that can be stated, among others, should pay more attention to social and personal cultural variables because the three are variables that affect the decision to buy.