FACTORS AFFECTING CONSUMER DECISION IN CHOOSING MINI MARKET EAST NGESREP INDOMARET SEMARANG AS A PLACE TO SHOP
Abstract
Based on the results of this study concluded that the statistical factor analysis, there are five new factor that consumers consider when choosing Indomaret mini market as a place to shop, namely: (1) Quality of produk (2) Trust (3) Word of Mouth (4) Store Atmosphere (5) Buying decision.
Based on the results of multiple regression analysis of data obtained one of the most influencing factor in selecting consumer Indomaret mini market as a place to shop. These factors is a Store Atmosphere.Can be concluded that the higher values of variables, including store atmosphere comfort,the consumer considerations in choosing Indomaret mini market as a place to shop also will be higher.
Keywords : Quality of produk, Trust, Word of Mouth, Store Atmosphere and Buying decision
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