<![CDATA[Penelitian ini dilatar belakangi pilihan Pasar tradisional Kendala yang dihadapi pada pasar tradisional mengalami kesulitan dalam memenuhi kontinuitas barang, lemah dalam penguasaan teknologi dan manajemen sehingga melemahkan daya saing. Penelitian ini dilakukan untuk menganalisa Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian (Studi Pada Pasar Tradisional Semarang).. Dalam penelitian ini menggunakan atribut indikator faktor kualitas produk, harga, lokasi, promosi, pelayanan.sebagai variabel independen yang akan diteliti dalam pengambilan keputusan. Penelitian ini dilakukan dengan menyebarkan kuesioner pada 100 konsumen. Sampel penelitian ini ditentukan dengan teknik accidental sampling. Analisa terhadap data analisa kuantitatif meliputi uji validitas, reliabilitas dan analisa Faktor. Hasil analisa tehadap 13 komponen indikator menghasilkan empat meliputi faktor 1: Harga terjangkau, Lokasi strategis, Potongan harga dan Hadiah atau bonus, faktor 2: Kesesuaian harga, Lokas Mudah diketahui, Lokasi terjangkau, dan Iklan, faktor 3: Layanan ramah, Layanan cepat dan Memberi informasi dan faktor 4: Durabel dan TampilanKata Kunci: Kualitas Produk, harga, lokasi, promosi. Pelayanan, keptusan pembelianThis research was based on the choice of traditional markets. Constraints faced in traditional markets were experiencing difficulties in meeting the continuity of goods, weak in the mastery of technology and management, thereby weakening competitiveness. This study was conducted to analyze the factors that influence purchasing decisions (Study on the Semarang Traditional Market). This research was conducted by distributing questionnaires to 100 consumers. The sample of this study was determined by an accidental sampling technique. Analysis of quantitative analysis data includes validity, reliability, and factor analysis. The results of the analysis of the 13 component indicators resulted in four factors including 1: Affordable prices, Strategic location, Discounts and prizes or bonuses, factor 2: Price suitability, Easy to find a location, Affordable location, and Advertising, factor 3: Friendly service, fast and efficient service. Informing and factor 4: Durability and AppearanceKeywords: Product quality, price, location, promotion. Service, purchase decision]]>
