PENGARUH FAKTOR BUDAYA DAN SOSIAL KONSUMEN TERHADAP PEMBELIAN MAKANAN SIAP SAJI DI RUMAH MAKAN SIMPANG TIGA TEMBILAHAN

Abstract

The purpose of the research to determine whether the cultural and social consumers influence the purchase of fast food at Simpang Tiga restaurants Tembilahan and to find out which factors are dominant of cultural and social factors consumers in influencing the purchase of food at the dinner serving intersection three intersections. Sample amounted to 50 people. Based on the research is double linear regression equation as follows Y = 4,936 + 0,309 X1 + 0,497 X2 + E. Based on hypothesis, the result from coefficient of determination  in earn result 0,692 this mean 69,2% The rest 30,8% influenced by other variables that are not equalized in this research. Based on Partial Test of Cultural Variable (X1) with value of t arithmetic X1, 2.929> t table 2.011. Consumer Social Variables (X2) with the value of t arithmetic X2 5.428> t table 2.011. Based on Simultaneous Test of Culture and Social Variables Consumers simultaneously affect the purchase of fast food at Simpang Tiga restaurantsTembilahan.