Analisis Faktor – Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Pada Rumah Makan Selera Solo Di Lombang – Lombang Kecamatan Kalukku

Abstract

This study aims to analyze the factors influencing consumer behavior toward purchasing decisions at Rumah Makan Selera Solo in Lombang-Lombang, Kalukku District, as well as to identify the most dominant factor. The variables examined include cultural, social, personal, and psychological factors. The research method used is quantitative with a multiple linear regression approach. The study sample consisted of 100 respondents, determined through the accidental sampling technique. The results show that simultaneously, all four factors significantly influence purchasing decisions with a coefficient of determination (R²) of 0.672 or 67.2%, while the remaining 32.8% is influenced by other factors outside this research. Partially, all factors have a positive influence, with cultural factors being the most dominant variable affecting consumer purchasing decisions at Rumah Makan Selera Solo in Lombang-Lombang, Kalukku District