DETERMINAN KEPUTUSAN PEMBELIAN KOPI ULU PUNGKUT (STUDI KASUS MASYRAKAT DESA KAYU LAUT)

Abstract

There are many coffee products sold in the market that compete with UluPungkut coffee at the same price, so that most of the people of Kayu Laut village do not consume UluPungkut coffee. The formulation of the problem in this study is whether personal factors, social factors and prices influence the buying decision of Ulu Pungkut coffee. This study aims to determine the influence of personal factors, social factors and prices partially and simultaneously on purchasing decisions of Ulu Pungkut coffee. The benefits of this research are for researchers, future researchers, KSU Mandailing Jaya cooperative.

The discussion in this study relates to purchasing decisions, personal factors, social factors and prices. In this regard, the approach taken is theories related to purchasing decisions, personal factors, social factors and prices. The theory used in purchasing decisions is the selection of an action or from two or more alternatives, decisions involving perceptions of quality, value and price. The theory used personal factors in making decisions to buy products is influenced by age, economic situation, and lifestyle. Social factors are decision making that are influenced by the surrounding environment, namely reference groups, family, and roles and status. Price is the value of a product measured in money, where based on that value the seller or producer is willing to release the goods/services they own to other parties by obtaining a profit.

This type of research is a quantitative type. The samples used in this study were 69 samples. Data collection techniques used are observation, interviews, and questionnaires. The data test used is: validity test, reliability test, descriptive statistics, normality test, linearity test, multicollinearity, heteroscedasticity, multiple linear regression analysis, determinant coefficient R2, partial test (t test), simultaneous test (F test).

This type of research is a quantitative type. The samples used in this study were 69 samples. Data collection techniques used are observation, interviews, and questionnaires. The data test used is: validity test, reliability test, descriptive statistics, normality test, linearity test, multicollinearity, heteroscedasticity, multiple linear regression analysis, determinant coefficient R2, partial test (t test), simultaneous test (F test).