Analisis Keputusan Konsumen terhadap Pembelian Produk Pedagang Kopi Starling (Starbike Keliling) di Kabupaten Bekasi

Bagaskoro, Angga Dwi (2025) Analisis Keputusan Konsumen terhadap Pembelian Produk Pedagang Kopi Starling (Starbike Keliling) di Kabupaten Bekasi. Sarjana (S1) thesis, Universitas Islam 45.

	Text PENDAHULUAN.pdf Download (351kB)
	Text BAB I.pdf Download (110kB)
	Text BAB II.pdf Restricted to Repository staff only Download (207kB) | Request a copy
	Text BAB III.pdf Restricted to Repository staff only Download (209kB) | Request a copy
	Text BAB IV.pdf Restricted to Repository staff only Download (225kB) | Request a copy
	Text BAB V.pdf Download (33kB)
	Text Daftar Pustaka.pdf Download (120kB)

Abstract

Starling traders, an abbreviation of "Starbike Keliling", are micro-entrepreneurs who sell instant drinks such as coffee or non-coffee, tea, milk, and other powdered drinks using bicycles or motorized vehicles as a means of selling. This study aims to determine and analyze the partial influence of cultural, social, personal, and psychological factors on purchasing decisions at Starling coffee traders in Bekasi Regency, as well as to analyze the simultaneous influence between cultural, social, personal, and psychological factors on purchasing decisions at Starling coffee traders in Bekasi Regency. This study used a survey method, 100 respondents filled out questionnaires and interviews and Multiple Linear Regression Analysis as an analysis tool run with SPSS 27.0 software. The results of the study showed a determination coefficient value (R Square) of 0.616, which means that 61.6% of the variation in purchasing decisions is influenced by the four variables. Partially, personal and psychological variables have a significant effect, while cultural and social variables do not have a significant effect. Simultaneously cultural, social, personal and psychological variables have a significant effect on purchasing decisions for starling coffee trader products.
Keywords: Starling traders, consumer behavior, purchase decisions

Actions (login required)

View Item