Sagala, Ummy Saqifah (2023) Faktor –faktor Keputusan Masyarakat Muslim Membeli Oleh – Oleh Khas Pekanbaru. Other thesis, Universitas Islam Riau.

Text 192310299..pdf - Submitted Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Purchasing decisions are an important aspect of consumer behavior that must be understood by companies and also consumer marketing makes a number of decisions based on a number of characteristics. This study aims to find out whether psychological factors, cultural factors, social factors and personal factors influence the decision of the muslim community to buy on Viera Oleh - Oleh. The formulation of the problem in this study is how psychological factors, cultural factors, social factors and personal factors affect the decision of the muslim community to buy on Viera Oleh - Oleh. This study uses a quantitative approach. In obtaining valid data, researchers use primary and secondary data sources. the method used in collecting data is the method of observation, questionnaire, and documentation. Researchers conducted a questionnaire using slovin formula to collect population and sample by obtaining 100 respondents who are Muslim community of Pekanbaru consumers of Viera Oleh - Oleh, and using descriptive data analysis techniques, instrument test, classical assumption test and hypothesis test. The theory or theoretical perspective used in this study is the theory of purchasing decisions by Kotler and Keller. The results of this study indicate that there is a significant influence of purchasing decisions between psychological factors with a Sig value of 0.009 and social factors with a Sig value of 0.000 smaller than 0.6, then together there are purchase decisions on souvenirs typical of pekanbaru.

Actions (login required)

View Item