FAKTOR-FAKTOR YANG MENJADI PERTIMBANGAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN DI TOKO SEMBAKO ANEKA SUMBER PANGAN

Sari

In almost all cities in Indonesia there are shopping centers of various shapes and types. Malls, hypermarkets, supermarkets and minimarkets or supermarkets are easily found in every corner of the city. This phenomenon indicates that shopping in these places has become an integral part of our society's lifestyle, especially those from the middle to upper economic class. With the aim of research (1) To determine the effect of the price factor on purchasing decisions at Aneka Sumber Pangan Grocery Stores. (2) To determine the influence of competitive factors on purchasing decisions at Aneka Sumber Pangan Grocery Stores. (3) To determine the influence of price factors and competition factors simultaneously on purchasing decisions at Aneka Sumber Pangan Grocery Stores.

The object of this research is Pangkalan Lada Food Source Assorted Grocery Stores, Jl. Ahmad Yani Sumber Agung Village, Pangkalan Lada District, West Kotawaringin Regency, Central Kalimantan 74184. In this study, the independent variable (Independent Variable) is a variable that can affect the dependent variable (Dependent Variable). The following are independent variables (X1 and X2): price factor and competition factor; (Y): purchase decision is the dependent variable (Dependent Variable) which is influenced by the independent variable (Independent Variable).

The resulting regression equation: Y = 11.521 + 0.339X1 + 1.005X2+ e, and the coefficient of determination is 0.582. In other words, this shows that the percentage of variations in purchasing decisions that can be explained by variations in the independent variables, namely price factors and competition factors, is 58.20%, while the remaining 41.8% is explained by other variables outside the research variables. The calculations performed yielded a tcount for the Price Factor variable of 2.083, with a significance value of 0.043, meanwhile with a significance limit of 0.05 and a positive regression coefficient direction, a ttable value of 2.012 was obtained. By comparing the two t values obtained, it can be seen that tcount > ttable, so that a decision can be taken to reject H0. The calculations performed resulted in a tcount value for the Competition Factor variable of 2.205, with a significance value of 0.032. Meanwhile, with a significance limit of 0.05 and a positive regression coefficient direction, a ttable value of 2.012 is obtained. By comparing the two t values obtained, it can be seen that tcount > ttable, so that a decision can be made to reject H0. Obtained a value of Fcount of 32.769 with sig. 0.000. With a significant limit of 0.05 and Ftable 3.20, then Fcount > Ftable