PENGARUH FAKTOR KEPRIBADIAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN DISTRO  DI TEMBILAHAN

DHARMASETIAWAN; YASWAR APRILIAN; YASWAR APRILIAN

doi:10.32520/jam.v3i1.901

DHARMASETIAWAN UNIVERSITAS ISLAM INDRAGIRI
YASWAR APRILIAN UNIVERSITAS ISLAM INDRAGIRI
YASWAR APRILIAN UNIVERSITAS ISLAM INDRAGIRI

DOI: https://doi.org/10.32520/jam.v3i1.901

Keywords: Consumer Personality Factor, Purchase Decision

Abstract

ABSTRACT

The purpose of the reseach to determine the influence of consumer personality factors on purchasing decisions. In this reseach, decision to purchase clothing Distro in Tembilahan by using independent variables, namely Consumer Personality factors. Data analysis using Simple linear regression equation. Based on the results of the simple linear regression equation obtained Y = 12.242 + 0.385 X, and calculation obtained Adjusted R square value or determination value of 0.148 or 14.8%, which means that variations or changes in the dependent variable (purchase decision) can only be explained by variations or change of independent variable (personality factor of consumer) equal to 14,8%, while the rest influenced by other variable not yet been studied in this research.