KEPUTUSAN PEMBELIAN BERDASARKAN FAKTOR BUDAYA, FAKTOR SOSIAL, FAKTOR PRIBADI DAN FAKTOR PSIKOLOGIS PADA PRODUK PIZZA HUT JEMBER

Abstract

This study analyzes consumer purchasing decisions based on cultural factor , personal, social and psychological Pizza Hut Jember . Sample of consumers who consume pizza hut. Sampling technique in this study using purposive sampling, the sample size is 60 people. The analysis method used is discriminant analysis.The results of discriminant analysis, no differences between groups are often time consuming and rarely eat Pizza Hut Jember based on cultural factor, and social factor, private, personal factor distinguish the behavior of the two groups most frequently and rarely consumption, and cultural factor and social factor of small effect. Psychological factor differentiating factor is not frequent and infrequent consumption because consumption to be positive about pizza hut Jember. Discriminant model used is valid , the accuracy is relatively high (85 % ). The owner and manager of the Pizza Hut Jember can determine the appropriate strategy with discriminant model.