ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK ROTI “BAPAK BAKERY”

Abstract

The aims of this research were (1) to know the variables that form factors that influence
purchase decisions in Bapak Bakery, (2) to know the weight of each factor affecting purchase
decisions in Bapak Bakery, and (3) to determine the variable of factor that most influence on
purchasing decisions Bapak Bakery.The method of this research was survey method. Data of
this research were collected  by spreading the questioner to 110 chosen respondents in all
between the consumer and the final consumer. Then the questionnaire tested was processed
using validity test, reability test and factor  analysis by SPSS version 22.0.  These results
indicate that  the variables that form factors that influence consumer purchase decisions in
Bapak Bakery, belonging to the three factors groups of factors that are considered basic.
Factor 1 which included a variable taste, price, texture, location and distribution of  the
product; factor 2 consist of service, expiration date, content of preservatives and nutrient
content information; factors 3 consist of packaging, lawful information and advertising in the
media. Weighting of each of the variables that influence consumer purchase decisions bakery
products in Bapak Bakery is variable taste (0,928), price (0,915), texture (0,911), location
(0,904) and distribution of the product (0.870), variable service (0,972), expiration date
(0,947), content of preservatives (0,915),  and nutrient content information (0,895), variable
packaging (0.925), lawful information (0.916) and advertisements in media (0.881), The
factors that most influence the purchase decision is factor 1 which included a variable taste,
price, texture, location and distribution of the product.

Keywords: bread, purchase decision, factor analysis.