Analisis Pengaruh Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Produk Mie Instan Merek “Sedaap” di Pasar Modern Kabupaten Sukoharjo

Abstrak

The purpose of this study was to determine and analyze the influence of cultural factors, social factors, and perception factors in making purchasing decisions for Sedaap instat noodle products. The basic method of this research is quantitative method. The location determination in this study was carried out purposively, namely at the Modern Market in Sukoharjo Regency. Data collection methods are carried out by observation, questionnaires, and interviews. The data analysis tool used is multiple linear regression analysis using the SPSS (Statistical Product and Service Solution) software version 21. The results of this study indicate that cultural factor variable has a negative and insignificant relationship to the purchasing decision of branded instant noodle products “sedaap”. The social factor variable has a positive and significant relationship to th purchasing decision of the “sedaap” brand instant noodle product. The perception factor variable has a positive and significant relationship to the “sedaap” instant noodle purchasing decision.

Keywords : Consumer Behavior, Modern Market, Instant Noodles