PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN PELANGGAN: LINGKUNGAN INTERNAL INDIVIDU

Apri Budianto

Abstract


Lingkungan Internal Individu terhadap Proses Pengambilan Keputusan Pembelian Pelanggan, untuk memperoleh bukti-bukti empirik dan menemukan kejelasan fenomena serta kesimpulan tentang pengaruh variabel tersebut di atas, terhadap Proses pengambilan keputusan pembelian pelanggan. Artikel ini diharapkan dapat memberikan sumbangan bagi pengembangan ilmu Manajemen Pemasaran khususnya; lingkungan internal individu, dan proses pengambilan keputusan pemebelian pelanggan. Artikel ini dalam Penelitiannya menggunakan metode descriptive survey dan explanatory survey terhadap pelanggan Minimarket melalui teknik simple random sampling secara proporsional. Adapun metode analisisnya adalah structural equation model (SEM). Hasil analisis dan penelitian, diperoleh beberapa kesimpulan bahwa lingkungan internal individu berdasarkan persepsi pelanggan minimarket berada pada kategori menjadi pertimbangan dalam pengambilan keputusan. Selanjutnya proses yang dilalui untuk mengambil keputusan untuk menggunakan minimarket sebagai tempat berbelanja berdasarkan persepsi pelangan minimarket berada pada kategori kuat. Pada sisi lingkungan internal individu berpengaruh positif dan signifikan terhadap proses pengambilan keputusan pembelian pelanggan secara parsial. Besarnya pengaruh secara parsial sebesar 28,52%, sehingga H0 ditolak artinya terdapat pengaruh lingkungan internal individu terhadap proses pengambilan keputusan pembelian pelanggan karena thitung > tkritis.

Keywords


Proses;Pengambilan Keputusan; Pelanggan;Lingkungan Internal Individu

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DOI: http://dx.doi.org/10.25157/mr.v3i3.2867

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