FAKTOR PENENTU KEPUTUSAN PEDAGANG MUSLIM DALAM PEMILIHAN MODEL PEMBIAYAAN LEMBAGA KEUANGAN (STUDI PADA TEMPAT PELELANGAN IKAN (TPI) DI KOTA GORONTALO)

Abstract

This study aims to determine the deciding factor ped decision a gang of Muslims in the fish auction Gorontalo province in the election financing financial instituted, with a sample of 68 respondents. This study uses multiple regression analysis tools on primary data. It is found that the traders' decisions have a positive and significant effect on marketing mix factors, socio-cultural factors, and psychological factors. The results of the correlation coefficient test for the Marketing Mix Factor, Socio- Cultural Factors, and Psychological Factors have a Pearson Correlation value of 0.986 this value proves that the Marketing Mix Factor, Socio- Cultural Factors, and Psychological Factors have a perfect correlation to the Decisions of Muslim Traders at Provincial Fish Auction Sites. Gorontalo . The coefficient of determination test results obtained the value of r 2 = 0.972. This value means that the variation of the independent variable can explain the dependent variable by 0.972 or it can be translated as 97.2 %, which means that 2.8 % is influenced by other factors not examined.