PENGARUH FAKTOR SOSIAL, PRIBADI, PSIKOLOGIS, DAN BUDAYA TERHADAP KEPUTUSAN KONSUMEN UNTUK MENGUNJUNGI DAN MENGKONSUMSI DONUT DI MOKKO FACTORY DONUT PLAZA ANDALAS PADANG

Abstract

This research is purposed to know the influences of social, personal, psychological, and culture factors to the puchase decision of consumer at Mokko Factory Donut. This research uses accidental sampling technique. The samples wich used are 100 respondents. The kind of data that is used is primer data through questionare spreading. The data analysis method wich used is descriptive and inferential analysis. Hypothesis testing by using T-test statistic examination to prove the influences of social, personal, psychological and culture factors to the purchase desicion of cosumers at Mokko Factory Donut Padang. The suggetion of the researcher for the company side that the company ought to pay more attention to social, psychological, and culture factors, because based on the result of this research proves that these factors influencing the purchase decision of consumers to Mokko Factory Donut at Andalas Plaza, Padang.
Keywords : Social, Personal, Psycholigical, Culture, Purchase Decision