ANALISIS FAKTOR YANG DIPERTIMBANGKAN PARA PELANGGAN DALAM MENGAMBIL KEPUTUSAN MENGGUNAKAN JASA WARNET PADA WARNET TOM’Z DI JEMBER

Abstract

The study aimed at finding out the factors affecting the decisions of customers using the service of TOM’z internet café in Jember and figuring out the most dominant factor(s) among them. To analyze the data, Factor Analysis and Multiple Linear Regression were used in this study. The samples of this study were 80 respondents who were taken by using Proportional Purposive Random sampling. The results of analysis showed that, out of 19 variables, there were 6 factors which affected the decisions of the customers in using the service of Tom’z internet café of which all of them had positive correlations. Those factors consisted of employee skills, excellence, product attributes, facilities, environment, and attractiveness. The factor of excellence had the most dominant effect on the decisions of the customers in using the service of Tom’z internet café.