PENGARUH FAKTOR BUDAYA TERHADAP KEPUTUSANPEMBELIAN SOVENIR DAN BORDIRAN DI TOKO SILUNGKANG NELVI RATULANGI PADANG

Abstract

Abstract
This research is motivated by the development of technology and industry had implications for human life, especially the business world. Purchasing decision becomes an important thing to note because it would be a consideration of how a marketing strategy that will be done by the next company. Someone marketers must master many things that can affect the buyers and develop an understanding of how exactly a consumer to make a decision. As for the purpose of this study was to determine the influence of factors, the influence of sub-culture and social class influence on purchase decisions in store for souvenirs and embroidered Silungkang Nelvi Ratulangi Padang. Object under investigation is the consumers who buy souvenirs and embroidery shop Silungkang Nelvi Ratulangi in Padang.
The population in this study is consumers who buy souvenirs and embroidery shop Silungkang Nelvi Ratulangi in Padang. This research will use the minimum sample size was 80 respondents. Techniques used in sampling is purposive sample. From the results, it can be concluded that the cultures, sub-cultures and social classes significant positive effect on purchase decisions in store Silungkang Nelvi Ratulangi Padang.
Keywords: Cultural Factors, Purchasing Crafts and embroidery