“Faktor-Faktor Yang Mempengaruhi Kaum Ibu Melakukan Keputusan Pembelian di Matahari Department Store Plaza Medan Fair Medan

Abstract

This research aims to determine the effects of price, product, promotion, service, physical facilities, and location of the mother to make a decision on the purchase of Matahari Department Store Plaza Medan Medan Fair. The population in this research was all young women who have made a purchase at the Matahari Department Store. Technique of determining the sample is by using Slovin’s formula. Sampling technique is by using proportionate random sampling. Data analyzing method is by using Descriptive analyzing method and multiple linear regression. Kind of this research is causality. This research is using primary and secondary data which was obtained by documentation study and questionnaire whose measurement is using likert scale and was processed statistically by using SPSS 16.00 for windows, namely, T-test and F-test model, and identification of the determinant (R2 As the result of this result based on simultaneous test, it is proved that the price product, promotion, service, physical facilities, and location of a significant effect on the mother to make a decision on the purchase of Matahari Department Store Plaza Medan Medan Fair. Partially, price, product, promotion, service, physical facilities, and the location of a significant effect. Variable service is the most dominant variable affecting the mother to make a decision on the purchase of Matahari Department Store Plaza Medan Medan Fair. The value of R square = 0,625, 62,5% dependent variable can be explained by the in dependent variables (variables (price, product, promotion, service, physical facilities, and location), while the remaining 37.5% was by other factors which were not examined in this study