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Effect of Situational Factors and Product on Consumer Buying Decision In Hypermart at Manado City
Development Research of Management
View Archive Info| Field | Value | |
| Title |
Effect of Situational Factors and Product on Consumer Buying Decision In Hypermart at Manado City
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| Creator |
Mamuaya, Nova Christian
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| Subject |
Business
Situational Factors; Consumer Buying Decisions; Hypermart; Manado |
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| Description |
This research aims at (1) understanding and analyzing the effect of situational and non situational (produc) factors, simultaneously or partially, on the consumer buying decision in hypermart at Manado City, (2) understanding and analyzing factor with dominant effect on consumer buying decision in hypermart at Manado City.The observed situational and non situational (product) factors through Belk Theory. Sampling has been developed through accidental sampling, resulting in 60 respondents. Data have been collected by main instrument of questionnaire, 5-point Likert Scale to measure the respondents’ answer, data analysis using multiple linier regression.Results of research indicate that situational factor and product have significant effect simultaneously or partially on consumer buying decisions in hypermart at Manado City and product assortment has dominant effect on consumer buying decision in hypermart at Manado City.
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| Publisher |
Universitas Pelita Harapan
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| Contributor |
—
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| Date |
2016-06-03
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://ojs.uph.edu/index.php/DJM/article/view/193
10.19166/derema.v11i1.193 |
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| Source |
DeReMa (Development Research of Management): Jurnal Manajemen; Vol 11, No 1 (2016): May; 132-166
2476-955X 1907-0853 |
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| Language |
eng
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| Relation |
https://ojs.uph.edu/index.php/DJM/article/view/193/pdf
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| Rights |
Copyright (c) 2016 Nova Christian Mamuaya
http://creativecommons.org/licenses/by-sa/4.0 |
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