Pengaruh Faktor Psikografi Terhadap Keputusan Pembelian Konsumen Pada D’besto Pekanbaru

Putra, Yopo Satria (2021) Pengaruh Faktor Psikografi Terhadap Keputusan Pembelian Konsumen Pada D’besto Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to determine the influence of psychographic factors on consumer purchasing decisions at D'BestO Restaurant Pekanbaru. The formulation of the problem in this study is whether psychographic factors affect consumer purchasing decisions at D'BestO Restaurant Pekanbaru. This research was conducted with descriptive and quantitative methods using primary data and secondary data obtained through interviews and research questionnaires. The basis for sampling using the Slovin formula, it can be seen that the number of samples in this study amounted to 100 people. The results of the study concluded that the results of filling out questionnaires by research respondents regarding psychographic factor variables and purchasing decisions at D'BestO Pekanbaru obtained the conclusion that consumers strongly agree. From the results of the t test, it is known that the psychographic factor variable (X) affects the purchasing decision variable (Y) at D'BestO Pekanbaru. The R2 value is 0.185, this indicates that 18.5% change in purchasing decisions should be determined by the independent variable, namely the psychographic factor variable while 81.5% again determined by other factors not observed in this study.

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