ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN DI BIAN’S CAFE DESA MULYOAGUNG KECAMATAN DAU KOTA MALANG

The phenomenon of coffeeshop industry development which is rife in Malang City makes the level of business competition between similar businesses increasingly stringent. Business actors in this field are required to be able to analyze consumer behavior in order to remain competitive with similar business actors. The purpose of this study is to determine whether the factors of price, location, promotion, product, and store atmosphere can influence simultaneously or partially and see which factors have the highest influence on consumers in making purchasing decisions at Bian’s Cafe. The sampling method used in this study is purposive sampling with 125 respondents with the data analysis method used is path analysis. The results of this study indicate that the price, location, promotion, product, and store atmosphere factors simultaneously have a significant effect. Partially the location, promotion, product and store atmosphere significantly influence the purchase decision, the price does not significantly influence the purchase decision. The promotion factor has the most influence on consumers in making decisions at Bian’s Cafe