ANALISIS FAKTOR-FAKTOR YANG MENIMBULKAN KECENDERUNGAN MINAT BELI KONSUMEN SARUNG (Studi Perilaku Konsumen Sarung di Jawa Timur)

Abstract

Focusing the problem on the research factors that cause buying interest of sarong is how large the total variance explaining the preference of buying interest of sarong.This research was purposed to identify the preferent and dominant factors of buying interest.Decision making process of buying is begun by marketing stimulant (product, price, promotion, place) and other stimulants (economic, technology, politic culture), which build buyer characteristics.Those aspects above build customer perception about the clothes dressing and customer will recognize what's characteristic of cloth they need.The research was in Pasuruan and Gresik, in order to get non probability purpossive sample, by questionaring to 120 respondents.Each respondent was asked to judge his preference by choosing from fully agree till fully disagree gradually of six alternatives of Likert scale.Primary data were collected and analyzed by using the technics of Factor Analysis and Descriptive Analysis.To make the analysis running well used SPSS Program.The result of this research conclude that the preferent factors of buying interest of customer are Quality, Reference, Brand and Colour, Packaging and Price, Discount and Gift, and Supplies Factors.And the dominant factors are Quality and Reference Factors.

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