ANALISIS FAKTOR-FAKTOR YANG MENIMBULKAN KECENDERUNGAN MINAT BELI KONSUMEN SARUNG (Studi Perilaku Konsumen Sarung di Jawa Timur)

Focusing the problem on the research factors that cause buying interest of sarong is how large the total variance explaining the preference of buying interest of sarong. This research was purposed to identify the preferent and dominant factors of buying interest. Decision making process of buying is begun by marketing stimulant (product, price, promotion, place) and other stimulants (economic, technology, politic culture), which build buyer characteristics. Those aspects above build customer perception about the clothes dressing and customer will recognize what's characteristic of cloth they need. The research was in Pasuruan and Gresik, in order to get non probability purpossive sample, by questionaring to 120 respondents. Each respondent was asked to judge his preference by choosing from fully agree till fully disagree gradually of six alternatives of Likert scale. Primary data were collected and analyzed by using the technics of Factor Analysis and Descriptive Analysis. To make the analysis running well used SPSS Program. The result of this research conclude that the preferent factors of buying interest of customer are Quality, Reference, Brand and Colour, Packaging and Price, Discount and Gift, and Supplies Factors. And the dominant factors are Quality and Reference Factors. Abstract in Bahasa Indonesia : Fokus penelitian ini adalah faktor-faktor apa yang menimbulkan kecenderungan minat beli konsumen terhadap produk sarung. Tujuan penelitian untuk mengidentifikasi faktor-faktor yang dipertimbangkan oleh konsumen untuk membeli produk sarung. Secara teoritik dapat dijelaskan bahwa proses pengambilan keputusan pembelian didahului oleh stimuli pemasaran dan stimuli lainnya yang dapat mempengaruhi minat beli sarung calon konsumen. Penelitian dilakukan di Gresik dan Pasuruan dan pengambilan sampel dilakukan secara purposive dan data dikumpulkan melalui kuesioner kepada sebanyak 120 responden. Kuesioner disusun dalam bentuk Skala Likert dan data dianalisis dengan menggunakan analisis faktor dan analisis deskriptif. Hasil penelitian menunjukkan bahwa faktor yang dipertimbangkan oleh konsumen untuk membeli sarung adalah kualitas, referensi, merk dan warna serta kemasan, harga, diskon dan hadiah. Dari keseluruhan faktor tersebut kualitas dan referensi merupakan faktor yang paling dominan. Kata kunci: Minat beli, faktor yang dipertimbangkan, konsumen sarung