TA DIGITAL
Pengaruh faktor budaya, faktor sosial dan faktor pribadi terhadap keputusan pembelian E-toll card dalam pembayran jalan tol di Semarang
The purpose of the study to determine the influence of cultural factors on purchasing decisions e-toll card, to determine the influence of social factors on purchasing decisions e-toll card, personal factors to determine the effect of the decision of buying an e-toll card and to determine what factors most influence on decisions e-toll card purchase transactions prepaid toll roads.
The population in this study are customers who use e-toll card in payment on the highway and sampling techniques in the study of non-probability sampling, the sampling method used was purposive sampling. Samples are intended only for those who already have and use card in the e-toll payment on the highway. Data were collected by questionnaire. The analysis technique used is the validity and reliability, multiple linear regression analysis, the coefficient detemination, T test and Test F.
The results showed that most of the factors influencing the purchase decision is a social factor because the coefficient is greater than personal factors and cultural factors. Purchasing decisions are influenced by cultural factors, social factors, and personal factors only 36.1% and 64.9% by influenced by other factors that are not present in this study. It is suggested to improve both product information and promotion through print media or social media to increase the use of e-toll card on the highway.
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