ENGARUH FAKTOR SOSIAL DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM ZAKIYA (Survei Pada Konsumen di toko zakiya di Bekasi)

Tasyara, Deana Ismail (2018) ENGARUH FAKTOR SOSIAL DAN FAKTOR PRIBADI TERHADAP KEPUTUSAN PEMBELIAN BUSANA MUSLIM ZAKIYA (Survei Pada Konsumen di toko zakiya di Bekasi). D3 thesis, Universitas Negeri Jakarta.

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Abstract

This study aims to analyze the influence of social factors and personal factors on the decision of Zakiyua Muslim Clothing. The data used in this study are primary data collected from the results of questionnaires distributed to 100 Muslim Zakiya Clothing store consumers in Bekasi. With the sampling technique using purposive sampling technique. Data processing method uses Multiple Liniear Regression method. From the results of this study it can be seen that the variables of Social Factors and Personal Factors influence the purchase decision. This is indicated by the R Square value of 0.582 (58.2%), while the remaining 0.41.8 (41.8%) is influenced by other factors. In this study also known that Social Factors and Personal Factors have the most positive and significant influence on purchasing decisions. Thus, the results of this study are relevant and at the same time support the theory of purchasing decisions

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