Relation analysis group factors reference, location and price on consumer decision in shopping in traditional markets Pinasungkulan Karombasan Manado

Ruhiyat, . and Kasenda, Novy J. and Pandey, Leavy R and Ropa, Grace (2018) Relation analysis group factors reference, location and price on consumer decision in shopping in traditional markets Pinasungkulan Karombasan Manado. Scientific Research Journal (SCIRJ), VI (I). pp. 17-25. ISSN ISSN 2201-2796

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Abstract

Abstract - The purpose of this research is to analyze the influence of partial factors reference group, location and price to consumer decisions in shopping, and to analyze also these factors simultaneously affect the consumer's decision in shopping in traditional markets Pinasungkulan Karombasan Manado. As a result of preliminary observations, which indicate that there are symptoms of declining sales revenue, the traders of traditional markets Pinasungkulan Karombasan Manado, in addition to the unhealthy competition with the emergence of modern markets, is also suspected due to the influence of several other factors. The method used in this research is descriptive explanatory survey method, with the application of quantitative design. Data collection techniques used to capture primary data from 50 respondents, traditional market consumers Pinasungkulan Karombasan Manado, through questionnaires and interview guides, while secondary data were collected through documentary techniques. Technical analysis of data through multiple regression statistics. The results showed that: first, the relationship between the reference groups and management decisions, showed positive and significant results with the correlation coefficient (r) of 0.327, and the coefficient of determination ( r2 ) of 0.107. Second, the relation between market location factor and consumer decision of shopping, in this research showed positive result significantly with correlation coefficient (r) equal to 0.366, and coefficient of determination (r2) equal to 0134 or 13.4%. Third, the relationship between price factor and consumer decision, in this research showed positive and significant results with the correlation coefficient (r) of 0.326, and the determinant coefficient (r2) of 0.106 or 10.6%. Fourth, the relationship of all independent variables, namely: reference groups, locations and prices partially and simultaneously have a direct influence on the dependent variable of consumer decisions, especially consumers who shop at traditional markets Pinasungkulan Karombasan Manado. The relationship between the four variables showed positive and significant results with the coefficient of determination (r2) of 0.218 or 21.8%.

Item Type: Article
Subjects: A Akuntansi dan Keuangan > AD Karya Ilmiah
Divisions: Niaga > Jurusan Akuntansi
Depositing User: Mr Raymond Walintukan
Date Deposited: 21 Dec 2019 15:11
Last Modified: 21 Dec 2019 15:11
URI: http://repository.polimdo.ac.id/id/eprint/2003

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