Factors that Formed Purchasing Decision on Haresret Art Consumer

Abstract

Haresret Art is a company based on creative industries. The objectives of this research are the factors that shape consumer purchase decisions on Haresret Art. Samples taken in this study were 76 respondents from the population of consumers who ever bought a product Haresret Art by simple random sampling technique Variables used in this study are the cultural factors, social factors, personal factors, psychological factors, and situational factors. Data analysis method used in this research is the confirmatory factor analysis second order (CFA-Second Order) by using PLS (Partial Least Square). CFA analysis results with PLS stated that cultural factors, social factors, personal factors, psychological factors, and situational factors forms consumer purchasing decisions on Haresret Art with personal factors as the most influential factor in formed consumer purchasing decisions.