PERSEPSI DAN FAKTOR-FAKTOR DETERMINAN KEPUTUSAN PEMBELIAN

Abstract

The problem of this research is that from the predetermined targets not able to be achieved, the
problem shows the decline in purchasing decisions by consumers of PT. Transfarma Semarang
Branch and this study aims to analyze the factors of consumer trust, consumer experience and
sales promotion against the purchasing decisions of PT. Transfarma Semarang Branch. The
population in this study were all consumers of PT. Transfarma Semarang Branch which amounted
to 566 consumers while the sampling technique used was a non probability sampling technique
with a type of purposive sampling and the analysis tool used in this study was multiple linear
regression. The results showed that the variables of consumer confidence, consumer experience
and sales promotion had a positive and significant effect on the purchasing decisions of PT.
Transfarma Semarang Branch and the results of the adjusted R square value in the regression
model were obtained at 0.584 which means that 58.4 percent of purchasing decision variables can
be explained by variables of consumer confidence, consumer experience and sales promotion
while the remaining 41.6 percent is explained by other variables outside of this study.