FAKTOR KEBUDAYAAN, KELAS SOSIAL, SIKAP, KEPRIBADIAN DAN PERSEPSI YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KAIN SASIRANGAN DI KOTAMADYA BANJARMASIN

Abstract

This  research  aimed  to  identify  and  analyze  the  influence  of  cultural  factors (X1), social class (X2), attitude (X3), personality (X4), and perception (X5) simultaneously and partially on purchasing decisions of sasirangan cloth in the Municipality of Banjarmasin.

The  research  was  conducted  using  the  Analysis  Method  i.e.  Statistical Descriptive Analysis Methods used to generatean overview of the data that has been collected; Multiple Regression Analysis used to find the influence of the independent variable (X) on the dependent variable (Y) either simultaneously or partially; and Classical Assumption Test by using Ordinary Least Square (OLS)  in  order  to  get  unbiased  and  efficient  estimation  values  from  multiple linear regression equation. The hypothesis testing was conducted by using the F test to examine the simultaneous effect of independent variable on dependent variable. The hypothesis testing was also done by using the T test to determine the effect of each independent variable on the dependent variable.

The  research  results  showed  that  the  culture  and  perception  factors  were variables that significantly influenced the purchase decision of Sasirangan cloth in the Municipality of Banjarmasin.

Keywords: Culture,  Social  Class,  Attitudes,  Personality,  Perception,  Purchasing,  and Sasirangan Cloth.