Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Membeli Kopi Espresso

Abstract

This research aims to investigate the influence of cultural factors, social factors, personal factors, and psychological factors either partially and simultaneously on consumer purchasing decisions on Espresso Coffee products in Dewantara sub-district, North Aceh Regency. As well as to determine the dominant factors that influence consumer purchasing decisions on Espresso Coffee products in Dewantara sub-district, North Aceh Regency. The results indicated that cultural factors, social factors, personal factors, and psychological factors simultaneously and significantly influenced consumer purchasing decisions on Espresso Coffee products in Dewantara sub-district, North Aceh Regency. Partially, all of independent variables, cultural factors, social factors, personal factors, and psychological factors positively and significantly influenced consumer purchasing decisions on Coffee Espresso products in Dewantara sub-district, North Aceh Regency. The most dominant influential variable is the personal factor.

Keywords: Cultural, Social, Personal, Psychological, and Purchasing Decision