ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK KEK PISANG VILLA KOTA BATAM

  • Rini Mayangsari Prodi Administrasi Bisnis Terapan Politeknik Negeri Batam
  • Rusda Irawati Prodi Administrasi Bisnis Terapan Politeknik Negeri Batam
Keywords: Brand, Factor Analysis, Kek Pisang Villa, Packaging, Price, Quality

Abstract

This study aims to determine what factors are taken into consideration consumers in product purchasing decisions Kek Pisang Villa Batam. Technique data collection using questionnaires and documentation. Methods of data analysis used in this research is descriptive analysis and confirmatory factor analysis (CFA). The results showed that of the 20 indicators analyzed, can form six new factors namely factor Product Quality, Brand Image, Product Pricing, Form of Packaging, Competitors and Quality Packaging. While most dominant factor consumers consider the product purchasing decisions Kek Pisang Villa is a factor Quality Products with a value of 24 322% variance.

Published
2018-09-30
How to Cite
Mayangsari, R., & Irawati, R. (2018). ANALISIS FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK KEK PISANG VILLA KOTA BATAM. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 2(2), 62-75. Retrieved from https://jurnal.polibatam.ac.id/index.php/JABA/article/view/1123