FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN PADA SWALAYAN ETNA MALANG (Study pada Jl. Teluk Etna III no. 2 Arjosari, Malang)

This study was conducted with the aim to determine the factors that considered in purchasing decisions at Malang Etna Supermarket. With the many products on the market, in this case requires marketers to be able to provide more quality products, affordable prices, and strategic locations and easy to reach. Based on this the company must consider consumers more as one of the important factors in the market, because by paying attention to the needs and desires of consumers the company can win market competition because they want to know more clearly what factors influence or are considered by consumers in making purchasing decisions against products that are in Malang Etna Supermarket. Data analysis method used is factor analysis using SPSS 21.0 for Windows Software. Data obtained using a questionnaire with a total sample of 100 respondents from consumers of Malang Etna Supermarket. The results of the study indicate that the variables or factors namely the products offered by the Malang Etna Supermarket have a positive effect on purchasing decisions