ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP PERILAKU KONSUMEN DALAM KEPUTUSAN PENGGUNAAN JASA BARBERSHOP DMB GOODLY DI SAMARINDA

Abstract

The purpose of this study was to determine and analyze the influence of cultural, social, personal and psychological factors partially and simultaneously on consumer behavior in deciding to choose DMB Goodly Barbershop in Samarinda.

The population in the study is all consumers who are in accordance with the phenomenon studied. The population criteria in this study were all consumers who had their hair cut at DMB Goodly Barbershop Samarinda, namely men who were at least 16 years old with the reason of being able to fill out the questionnaire. Data analysis using multiple linear regression.

Based on the research results, cultural factors have a positive and insignificant effect on consumer decisions (t count (0.627) < ttable (2.014) and a significance value of 0.534 > α = 0.05). social factors have a negative and insignificant effect on consumer decisions (t count (-0.145) < ttable (2.014) and a significance value of 0.885 > α = 0.05). Personal factors have a positive and significant effect on consumer decisions (t count (2.763) < t table (2.014) and a significance value of 0.008 > α = 0.05). psychological factors have a positive and significant effect on consumer decisions (t count (3.827) > ttable (2.014) and a significance value of 0.000 <α = 0.05). Cultural, social, personal and psychological factors simultaneously influence consumer decisions (Significance value 0.000 <α = 0.05 and Fcount (20.424) > Ftable (2.580) at α = 0.05