The Factor Analysis on Purchasing Decision Making in Stores X

Abstract

This study examined the factors that made up customers’ purchasing decisions in Store X. The purpose of this study was to analyze the factors that determine customers’ purchasing decisions in store X. One hundred respondents who purchased the products in store X became the samples of this study. The analytical technique used in this study is confirmatory analysis (2nd Confirmatory Factor Analysis) using the program of smart PLS version 3.0. This study found there were eight factors that determined customers’ purchasing decisions in store X including location, merchandise, pricing, communication mix, customer service, store design and display, internal (psychological), external (social-cultural).