Rini Dian Puspita, Puspi (2013) EFFECT OF CULTURAL FACTORS, SOCIAL, PERSONAL, AND PSYCHOLOGICAL TO PIZZA PURCHASE DECISION PROCESS (STUDY AT PIZZA HUT JENDERAL SUDIRMAN NO. 53 YOGYAKARTA). S1 thesis, Fakultas Ekonomi.
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Abstract
EFFECT OF CULTURAL FACTORS, SOCIAL, PERSONAL, AND PSYCHOLOGICAL TO PIZZA PURCHASE DECISION PROCESS (STUDY AT PIZZA HUT JENDERAL SUDIRMAN NO. 53 YOGYAKARTA) Dian Puspita Rini Faculty of Economics, State University of Yogyakarta deanpoetri@yahoo.com Arum Darmawati Faculty of Economics, State University of Yogyakarta arum_d@yahoo.com ABSTRACT This study aimed to determine : the influence of cultural factor, social, personal, and psychological to pizza purchase decision process partially and simultaneously. This study is a descriptive quantitative research. The population in this study was all visitors or customers of Pizza Hut Jenderal Sudirman No. 53 Yogyakarta. The research sample was determined by purposive sampling technique. Data obtained in september to october 2012 by questionnaire. Validity of the instrument was calculated by the Product Moment Correlation and the reliability was calculated by Cronbach Alpha coefficients. It uses multiple regression to analyze the data. The results showed that : (1) cultural factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,218, 2,589 t value, and significance value of 0,011. (2) social factor has positive influence on pizza purchase decision process, as showed by the regression coefficient of 0,307, 4,076 t value, and significance value of 0,000. (3) personal factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,227, 5,352 t value, and significance value of 0,000. (4) psychological factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,266, 3,630 t value, and significance value of 0,000. (5) cultural factor, social factor, personal factor, and psychological factor has positive influence on pizza purchase decision process showed by the value of F count 72,008 a significance value of 0,000 and the influence of cultural factor, social, personal, and psychological to pizza purchase decision process is 74,2%. Keyword: cultural factor, social, personal, psychological, purchase decision process.
| Item Type: | Thesis (S1) |
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| Subjects: | Pendidikan > Manajemen Pendidikan |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Manajemen |
| Depositing User: | Admin Manajemen FE |
| Date Deposited: | 17 Apr 2015 00:33 |
| Last Modified: | 29 Jan 2019 21:11 |
| URI: | http://eprints.uny.ac.id/id/eprint/16717 |
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