Factors That Influence Consumer Decisions in Purchasing Bakso in the City of Banda Aceh

Abstract

The purpose of this study was to determine the factors that influence consumers in buying culinary called bakso (meatball) in the city of Banda Aceh. The results of this study explained that the characteristics of consumers who make decisions in purchasing bakso in Banda Aceh were female by 84%, aged 31-40 years by 52%, married by 90%, Strata 1 education level by 64%, working as a housewife by 41%, earning Rp. 1.000.000 – Rp. 3.000.000 per month by 35%, and originated from Banda Aceh by 70%. The results of this study explained that the factors that influence the decisions in purchasing bakso in Banda Aceh were external factors, namely price, product, location, promotion, and service, as well as internal factors namely motivation. Overall, these six factors are positive and altogether have a significant influence on purchasing decisions. However, partially, the significant effect on purchasing decisions is only three variables, namely price, service, and motivation.