PENGARUH FAKTOR BUDAYA DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BATIK JAMBI ARINY

Siti Mawaddah, Siti Mawaddah (2022) PENGARUH FAKTOR BUDAYA DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BATIK JAMBI ARINY. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT SITI MAWADDAH / 1800861201062 / 2022 BATANGHARI UNIVERSUTY / INFLUENCE OF CULTURAL FACTORS AND SOCIAL FACTORS ON CONSUMER PURCHASING DECISIONS ON BATIK JAMBI ARINY / ACADEMIC COUNSELORS MR. UBAIDILLAH S.E, MM. / 1 ADVISOR MRS. Hj. SUSILAWATI, S.E., M.SI. / 2 ND ADVISOR MRS. ANISAH, S.E., MM. Batik Jambi Ariny is a company engaged in the sale of fashion. Batik Jambi Ariny in realizing the target that have been set needs to be supported by good employee performance. The purpose of this study was to determine the influence of cultural factors and social factors on consumer purchasing decisions simultaneously and partially. In this study the authors used indicators of cultural factors, social factors, and purchasing decisions. Data collection uses descriptive quantitative methods. primary data used from interviews and questionnaires with a sample of 90 people. secondary data from essays and scientific papers. The data analysis method used is double linear regression using SPSS version 20.0. Batik Jambi Ariny has been established since 1998 by Taufik who as the sole owner of the business. Batik Jambi Ariny is located on Jalan KH. M.Shaleh Rt.03 N0.01 Kel. Pasir Panjang, Kec. Danau Teluk, Jambi City. Batik Jambi Ariny highlights the characteristic coloring of colors from the surrounding nature so that it looks beautiful and natural. The results showed that the data that had been tested in the regression equation were as follows: Y = 275,715 – 0,194X1 + 0,258X2 + e. It can be seen that the magnitude of the influence of cultural factors and social factors on purchasing decisions is 69%. The remaining 31% is influenced by other factors that are not studied. Based on the results of research, cultural factors are an important factor that makes customers make a purchasing decision. By continuing to look for opportunities so that cultural shifts, geographical areas, listening habits and other aspects of culture can be a driver for consumers to choose batik products from Batik Jambi Ariny. Social factors have a positive influence and greatly affect the purchasing decisions of Batik Jambi Ariny consumers.

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