| dc.description.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. | en_US |
