ANALISIS FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP KEPUTUSANMEMBELI CAT TEMBOK MEREK DULUX PADA TOKO BERKAT PRIMA RAYA DI SANGATTA

Abstract

      The purpose of this study was to determine the factors that influence consumers in buying the Dulux brand paint store Sangatta Thanks to Prima Kingdom . The experiment was conducted for 3 Months ( April to June 2013 ) in Stores Thanks to Prima Kingdom Sangatta , bekaitan the factors that influence consumers' decision to buy spray paint brand Dulux in Stores Thanks to Prima Kingdom Sangatta.Kegiatan conducted research : The study of literature , field observations , interviews , documentation , data collection and analisis.Data that dikupulkan in the research include : an overview of shops , the organizational structure and the answer is responden.Peralatan analysis used multiple regression analysis with the formula : Y = a b2 X2 b1X1 b3X3 b4X4 e in where a = constant , b1 , b2 , b3 , b4 are regression coefficients , X1 = the influence of culture , X2 = social influence , X3 = personal effects , psychological effects and X4 = Y = a decision to buy . Equation Regression analysis results obtained are :

 Y = 1.043 0.191 ( X1 ) 0.216 ( X2 ) 0.200 ( X3 ) 0.130 ( X4 )

From the calculation of the regression equation , can be described as berikut1 ) . Variable X1 ( culture ) regression coefficient = 0.191 means that each additional 1 level culture ( X1 ) will increase the buying decision variable ( Y ) was 0.191 level 2 ) . Variable X2 ( social ) coefficient regression = 0.216 means that each additional 1 level social variables ( X2 ) will increase the buying decision variable ( Y ) was 0.216 level . 3 ) . X3 ( private ) with regression coefficient = 0.200 means that each additional 1 level private variable ( X3 ) will increase the buying decision variable ( Y ) = 0.200 level 4 ) . Variable X4 ( psychological ) with regression coefficient = 0.130 means that each additional 1 level variables psychological ( X4 ) will increase the buying decision variable ( Y ) = 0.130