Title: ANALYSIS OF SEVERAL FACTORS THAT INFLUENCE CONSUMER DECISIONS IN BUYING IKAT WOVEN FABRICS IN KUPANG CITY

Authors: Yeheskial Nggandung

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Consumer behavior in fulfilling their needs is influenced not only by internal factors but also by external factors. Consumer demand for ikat woven fabrics is continuously increasing in both quantity and quality. This study aims to determine the influence of cultural factors, social class, reference groups, motivation, product, price, place and service; and to determine the factors that significantly influence consumer decisions in purchasing ikat woven fabrics in Kupang City. The study was conducted on 140 respondents (consumers) who shopped at 4 (four) art shops in Kupang. Sampling was carried out accidentally by considering the financial conditions of consumer households, namely strong, medium and weak financial conditions. The analysis model used was a multiple linear regression analysis model and in addition, an econometric evaluation was carried out to determine whether there were any deviations from the classical assumptions that are the basis of the multiple linear regression model. The results of the study indicate that cultural factors, social class, reference groups, motivation, product, price, place and service together influence consumer decisions in purchasing ikat woven fabrics in Kupang City. This can be seen from the calculated F value which is greater than the F table. (80.568 > 2.00 1) with a probability of less than 0.05 (0.000E+00 < 0.05). The second hypothesis which states that: it is suspected that cultural factors have a very significant influence on consumer decisions in purchasing ikat woven cloth in Kupang City can be accepted. This can be seen from the very high partial coefficient value of the cultural variable, namely 0.4068 or 40.68%, a probability figure of less than 0.05 (0.0000 < 0.05), and T count is greater than T table (9.478 > 1.645) at an alpha significance level of 0.05. Overall, the magnitude of the influence of the independent variable on the dependent variable is 0.8311 or 83.11%, while the remaining 16.89% is influenced by other factors outside the model.

Keywords: Consumer Behavior

Sources: http://repository.unair.ac.id/34932/