ANALISIS FAKTOR-FAKTOR BAURAN PEMASARAN YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN SATE LILIT IKAN PADA WARUNG LESEHAN MERTA SARI PESINGGAHAN, KLUNGKUNG

Abstract

This study aims to determine the factors that influence consumer purchase decisions satay fish and
determine variables representing each dominant factor in influencing the purchasing decision in
Lesehan Warung Merta Sari, Pesinggahan, Klungkung. Data collection techniques in this study
conducted by distributing questionnaires to 150  respondents. Data were analyzed using factor
analysis method. The results obtained showed that the number of factors that are formed there are 5
factors. First factor were formed by seven variables with eigenvalue of 6.718. Second factor were
formed by six variable with eigenvalue of 4.706. Third factor were formed by five variables with
eigenvalue of 3.832. Fourth factor were formed of four variables with eigenvalue of 3.285. Fifth factor
were formed of two variableswith eigenvalue of 1.639.

Keywords: factor analysis, marketing, purchasing decisions of consumers, sate lilit