ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MIE INSTAN MEREK INDOMIE (STUDI KASUS MAHASISWA ANAK KOST FAKULTAS EKONOMI UNIVERSITAS NEGERI MAKASSAR)
Authors: Indrawan Ajis Chaniago 
Published: May 2023

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh faktor kebudayaan, sosial, pribadi dan psikologi terhadap proses keputusan pembelian produk mie instan merek Indomie baik secara parsial maupun secara simultan. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Negeri Makassar yang telah mengonsumsi mie instan merek Indomie dan merupakan anak kost. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner yang telah di uji validitas dan reliabilitasnya. Teknik analisis data menggunakan analisis regresi berganda. Dari analisis regresi didapatkan persamaan Y= 3.890 + 0.464X1 - 0.053X2 + 0.177X3 + 0.435X4. Hasil penelitian ini menunjukkan bahwa: (1) Faktor budaya berpengaruh positif dan signifikan terhadap proses keputusan pembelian produk mie instan merek Indomie; (2) Faktor sosial berpengaruh negatif tidak signifikan terhadap proses keputusan pembelian produk mie instan merek Indomie; (3) Faktor pribadi berpengaruh positif dan signifikan terhadap proses keputusan pembelian produk mie instan merek Indomie; (4) Faktor psikologi berpengaruh positif dan signifikan terhadap proses keputusan pembelian produk mie instan merek Indomie; (5) Faktor budaya, sosial, pribadi dan psikologi berpengaruh signifikan terhadap proses keputusan pembelian produk mie instan merek Indomie. Variabel budaya berpengaruh dominan terhadap keputusan pembelian produk mie instan merek Indomie dengan nilai koefisiensi regresi sebesar 0.464.Kata Kunci: Budaya, Sosial, Pribadi, Psikologi, Keputusan PembelianAbstract: This study aims to determine the influence of cultural, social, personal and psychological factors on the purchasing decision process of Indomie brand instant noodle products, either partially or simultaneously. The population in this study were students of the Faculty of Economics, Makassar State University who had consumed Indomie brand instant noodles and were boarding children. The data collection technique in this study used a questionnaire that had been tested for validity and reliability. The data analysis technique used multiple regression analysis. From the regression analysis, the equation Y= 3.890 + 0.464X1 - 0.053X2 + 0.177X3 + 0.435X4. The results of this study indicate that: (1) cultural factors have a positive and significant effect on the purchasing decision process of Indomie brand instant noodle products; (2) Social factors have an insignificant negative effect on the purchase decision process for Indomie brand instant noodle products; (3) Personal factors have a positive and significant impact on the purchase decision process for Indomie brand instant noodle products; (4) Psychological factors have a positive and significant effect on the purchasing decision process of Indomie brand instant noodle products; (5) Cultural, social, personal and psychological factors have a significant effect on the purchase decision process for Indomie brand instant noodle products. The cultural variable has a dominant effect on purchasing decisions for Indomie brand instant noodle products with a regression coefficient of 0.464.Keywords: Culture, Social, Personal, Psychology, Purchase Decision