CD Skripsi

Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Di Skr Pusat Oleh-Oleh Kota Dumai

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ABSTRACT
The souvenir industry plays an important role in the local economy by providing
business opportunities for small and medium enterprises (SMEs). Souvenirs are
products frequently purchased by tourists as mementos of the places they visit.
These products not only hold sentimental value for buyers but often also reflect
the local characteristics of a region. The purpose of this study is to identify the
characteristics of consumers at SKR Souvenir Center in Dumai City, identify the
dominant factors that influence consumer purchasing decisions at SKR Souvenir
Center, and analyze the factors that affect consumer purchasing decisions at SKR
Souvenir Center in Dumai City. The sampling method used is Accidental
Sampling. Data analysis was conducted using descriptive analysis and Structural
Equation Modeling (SEM) with the Partial Least Squares (PLS) method. The
results of this study show that the consumer characteristics at SKR Souvenir
Center are dominated by young adult females who work as private employees and
have an average monthly expenditure, with approximately 45 percent of
consumers spending less than IDR 150,000 per month. Of the four purchasing
decision variables analyzed, the cultural variable was found to be the dominant
factor influencing purchasing decisions. The cultural factor affects purchasing
decisions as seen from the habitual buying behavior, which is a significant
influence. The social variable also has an impact on purchasing decisions, as clear
product information (such as the type of souvenir, quality, price, and ordering
method) helps consumers feel more confident and assured when making a
purchase. Conversely, personal and psychological variables do not have a
significant influence on purchasing decisions. This is because consumers tend to
make purchases based on aspects related to cultural and social variables.
Keywords: Purchase Decisions, Souvenirs, SEM-PLS

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106135790

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106135790

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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