Title: ANALYSIS OF SOME FACTORS THAT INFLUENCE CONSUMERS' DECISIONS IN BUYING IKAT WOVEN FABRIC IN KUPANG MUNICIPALITY

Author: 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 meeting their needs is not only influenced by internal factors but also influenced by external factors. Consumer demand for ikat fabrics continues to increase both in quantity and quality. This research aims to determine the influence of cultural factors, social class, reference group, motivation, product, price, place and service; and to find out the factors that have a very significant influence on consumers' decisions in purchasing ikat weaving trains in the Municipality of Kupang. The research was conducted on 140 respondents (consumers) who shopped at 4 (four) art shops in Kupang. Sampling was carried out accidentally by considering the financial condition of consumer households, namely strong, medium and weak financial conditions. The analytical model used is a multiple linear regression analysis model and apart from that, an econometric evaluation is also carried out to determine whether there are deviations from the classical assumptions which are the basis of the multiple linear regression model. The research results show that cultural factors, social class, reference group, motivation, product, price, place and service together influence consumer decisions in purchasing ikat fabrics in the Municipality of Kupang. This can be seen from the calculated F value being greater than table F. (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 cloth in the Municipality of Kupang can be accepted. This can be seen from the very high partial coefficient value of the cultural variable, namely 0.4068 or 40.68%, the probability figure is less than 0.05 (0.0000 < 0.05), and the calculated T is greater than the T table ( 9.478 > 1.645) at a significant alpha 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/