FACTORS AFFECTING CONSUMER DECISION IN CHOOSING MINI MARKET EAST NGESREP INDOMARET SEMARANG AS A PLACE TO SHOP

Abstract

Along with the economic growth of Indonesia's progress, there is a change in various sectors, including industry and production and retail activities in Indonesia which has developed into a large-scale business. The rapid development of retail business is not separated from the factors increasing the population of Indonesia and also increase the amount of income per capita population of Indonesia that caused the Indonesian community living standard has increased. This brings the impact to a person spending behavior patterns, in which a person living standard increasing the demand for a convenient place to shop and can provide everything consumers need increasingly needed in a single location. Mini Market as an alternative place to shop should do different kinds of effort in marketing activities to attract and appropriate in the eyes of consumers.

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