ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN OLEH GENERASI MILENIAL PADA INDUSTRI KULINER DI KOTA TASIKMALAYA

Lucky Radi Rinandiyana, Ane Kurniawati, Dian Kurniawan

Abstract


Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis tentang factor yang mempengaruhi keputusan pembelian oleh generasi milenial pada industry kuliner di Tasikmalaya. Metode penelitian yang digunakan adalah metode survey, sedangkan teknik pengumpulan data dilakukan melalui kuesioner dan wawancara. Teknik sampling yang digunakan adalah teknik purposive sampling dan ukuran sampel adalah 160 responden. Penelitian ini menggunakan analisis jalur. Hipotesis yang dirancang adalah word of mouth, store atmosfer, dan store image memiliki pengaruh terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa store atmosfer dan store image berpengaruh secara signifikan dalam keputusan pembelian oleh generasi milenial pada industri kuliner di Tasikmalaya.

Keywords


word of mouth; store atmosfer; store image; keputusan pembelian

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DOI: https://doi.org/10.37058/jem.v3i1.322

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