分析影响丹巴萨镇咖啡船购买香包的决定的因素

IF 0.2 2区艺术学 0 MUSIC

Journal of the Royal Musical Association Pub Date : 2021-03-30 DOI:10.24843/JRMA.2021.V09.I01.P15

Dhea Novratena, Amna . Hartiati, I. Yoga

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引用次数: 0

摘要

本研究的目的是确定消费者在登巴萨卡帕尔原汁小袋咖啡的购买决策中考虑的因素，并确定卡帕尔原汁小袋咖啡的购买决策的主导变量。本研究采用因子分析法和数据技术，通过社交媒体谷歌表格，对登巴萨地区的200份问卷和巴东地区的30份问卷进行效度和信度检验。分析结果形成5个因素，即心理因素由10个变量组成，特征值为8.891。促进因素为5个变量，总特征值为1.930。积因子由4个变量组成，总特征值为1.779。区位因子由3个变量组成，总特征值为1.338。价格因子由2个变量组成，特征值为1.244。从影响消费者购买Kapal Api Coffee决策的负载因子的值来看，是在区位因子中，在街头小贩处有，负载因子值为0.862，在小商店处有，负载因子值为0.799。关键词:因素分析，购买决策，市场营销，咖啡

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Analisis Faktor yang Mempengaruhi Keputusan Pembelian Produk Kopi Kapal Api Sachet di Kota Denpasar

The purpose of this research to determine the factors that consider consumers in making purchasing decisions for Kapal Api Sachet Coffee in Denpasar and determine the dominant variables in purchasing decisions for Kapal Api Sachet Coffee.This research uses factor analysis method and data technique which is done by google form through social media, 200 questionnaires to respondents in Denpasar and 30 questionnaires in Badung Regency for validity and reliability test. The results of the analysis formed are 5 factors, namely psychological factors consisting of 10 variables with an eigenvalue of 8.891. Promotion factors are 5 variables with a total eigen value of 1.930. Product factor consists of 4 variables with a total eigenvalue of 1.779. Location factor consists of 3 variables with a total eigenvalue of 1.338. Price factor consists of 2 variables with an eigenvalue value of 1.244. When viewed from the value of the loading factor that influences consumer decisions in purchasing Kapal Api Coffee, it is in the location factor, which is available at street vendors with a loading factor value of 0.862 and available at small shops with a loading factor value of 0.799. Keywords: Factor Analysis, Purchasing Decision, Marketing, Coffee

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来源期刊

Journal of the Royal Musical Association MUSIC-

CiteScore

0.50

自引率

0.00%

发文量

期刊介绍： The Journal of the Royal Musical Association was established in 1986 (replacing the Association"s Proceedings) and is now one of the major international refereed journals in its field. Its editorial policy is to publish outstanding articles in fields ranging from historical and critical musicology to theory and analysis, ethnomusicology, and popular music studies. The journal works to disseminate knowledge across the discipline and communicate specialist perspectives to a broad readership, while maintaining the highest scholarly standards.