Analisis Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Terhadap Produk Rabbani di Bunker Rabbani Pucang Surabaya
Abstract: This research aims
to identify factors affecting consumer buyer decision to buy Rabbani products
in Bunker Rabbani Pucang Branch Surabaya, amid burgeoning hijab trend fashion
and competitive pressure from other retailers of moslem clothing products.
In our study we employed quantitative approach, which followed by
analysis using exploratory analysis factor. The sample population that we
studied comprised of female customers buying Rabbani products in the above
retailer, which we surveyed by using simple random sampling. The primary data
collection is conducted in two stages: pre-test and main test, whereas
secondary data are obtained elsewhere from literature. The pre-test was carried
out by posing the questionnaire to 30 respondents. The result of pre-test is
subsequently used as instrument indicator for main test which involving 91
respondents.
From our investigation we obtained three factors behind consumer buyer
decision to buy Rabbani products in the store used as case study: factor of
product types, factor of price and store location, and factor of store
promotion. Based on this result we thus provide suggestion to Rabbani store to
keep up product attribute existence amid burgeoning hijab trend fashion and
competitive pressure from other retailers of moslem clothing products.
Key words: buying decision, Rabbani products, store promotion, price
and store location
Penulis: Mariska Pradnya
Paramitha, Fatin Fadhilah Hasib
Kode Jurnal: jpmanajemendd141232
