Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Mesin Jahit

(Studi Kasus Pada konsumen Toko Mesin Jahit UD.Fajar Mesin Jahit Mojokerto)

Abstract

Clothing is a primary need for humans, therefore clothing is a major commodity, especially in terms of lifestyle or current trends. Therefore, making clothes requires a tool called a sewing machine, in order to make clothes faster and easier. UD Fajar Sewing Machines sells all kinds of sewing machines. UD Fajar sewing machine also applies a 4p marketing mix strategy, in this case it is necessary to have a purchasing decision process. Therefore, this study aims to determine the factors that influence sewing machine decisions at UD. Fajar Sewing Machine Mojokerto, this research was conducted by distributing online questionnaires to consumers at UD. Fajar Sewing Machine, the population in this study were people who had bought a sewing machine at UD. Fajar Sewing Machine, and a sample of 154 respondents, data analysis using the SPSS application 28 for Windows, 5 new factors were formed. The amount of diversity that can be explained by factor 1 is 16.729%, the diversity that can be explained by factor 2 is 14.681%, the diversity that can be explained by factor 3 is 14.573%, the diversity that can be explained by factor 4 is 11.944% and the diversity that can be explained by factor 4 is 11.944%. which can be explained by factor 5 which is equal to 7.772%.