FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MEMBELI PRODUK DI WAROENG SPESIAL SAMBAL “SS” CONDONGCATUR TIMUR

Abstract

Penelitian ini bertujuan untuk mengetahui: (1) karakteristik konsumen Waroeng “SS”
Condongcatur Timur (2) faktor-faktor yang mempengaruhi keputusan konsumen membeli produk
Waroeng “SS” Condongcatur Timur (3) faktor yang paling dominan mempengaruhi keputusan konsumen
membeli produk Waroeng “SS” Condongcatur Timur. Jenis penelitian deskriptif kuantitatif. Waktu
penelitian Januari 2017 – September 2018. Populasi sejumlah 350 konsumen/hari. Pengambilan sampel
menggunakan metode sampling incidental. Jumlah sampel ditentukan dengan rumus Slovin sejumlah 100
konsumen. Teknik pengumpulan data: angket, wawancara, observasi. Teknik analisis data menggunakan
analisis deskriptif. Hasil penelitian: (1) profil responden paling dominan perempuan 63%, status
mahasiswa 55%, tinggal di Yogyakarta 92%, umur 21-30 tahun 70%, pendapatan 1-3 juta 56%, lulusan
SMA/sederajat 51% (2) faktor-faktor yang mempengaruhi keputusan konsumen yaitu faktor internal:
motivasi (kebutuhan fisiologis, kebutuhan rasa aman, kebutuhan sosial, kebutuhan akan penghargaan,
kebutuhan aktualisasi diri), faktor eksternal: usaha-usaha pemasaran (produk, harga, promosi, lokasi) (3)
faktor yang mempengaruhi keputusan konsumen 71,80% faktor eksternal dan 27,20% faktor internal.  
 
Kata Kunci: Faktor Internal, Faktor Eksternal, Keputusan Konsumen

This study aims to: (1) consumer characteristics in Waroeng "SS" Condongcatur Timur (2) factors that
influence consumer decisions to buy products in Waroeng "SS" Condongcatur Timur (3) the most
dominant factor influence consumer decisions to buy products in Waroeng "SS" Condongcatur Timur.
This research type is quantitative descriptive. Research in January 2017 - September 2018. The
populations are 350 consumers/everyday. Sampling by incidental sampling method. The samples of
research are 100 consumers. Data collection techniques used questionnaire, interview, observation. Data
analysis techniques used descriptive analysis. The results are: (1) the most dominant characteristics of
respondents are female respondents as much as 63%, students as much as 55%, living in Yogyakarta as
much as 92%, aged 21-30 year as much as 70%, has income of 1-3 million as much as 56%, and high
school graduate as much as 51% (2) internal factors in motivation (physiological needs, security needs,
social needs, need for appreciation, self-actualization needs). External factors in marketing mix
(products, prices, promotions, location) (3) external factors are the most dominant factors as much as
72.80%, and internal factors are 27.20%.
Keywords: Internal Factors, Eksternal Factors, Consumer Decisions