Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Bibit Kelapa Sawit PT MAR Banyuasin - Rismansyah Rismansyah; Edduar Hendri; Gervasius Rio Sandi (Jurnal Media Wahana Ekonomika, 2022)
ABSTRAK Tujuan daripenelitian ini adalah untuk mengidentifikasi faktor-faktor yang secara parsial atau simultan mempengaruhi keputusan pembelian benih kelapa sawit dikalangan konsumen PT MAR Banyuasin. Populasi dalam penelitian ini adalah masyarakat Desa Sendamukti yang berkunjung dan membeli bibit kelapa sawit di PT MAR Banyuasin. Teknik pengambilan sampel adlh teknik sampling jenuh yang menggunakan seluruh anggota populasi sebagai sampel. Untuk teknik pengumpulan data menggunakan angket dan observasi. Teknik analisis data yang digunakan meliputi pengujian instrumental, pengujian hipotesis klasik, analisis regresi linier berganda, analisis koefisien korelasi, analisis koefisien determinasi, dan pengujian hipotesis menggunakan SPSS versi 22. hasil penelitian ini dan faktor budaya berdasarkan pengujian hipotesis menggunakan SPSS versi 22 berpengaruh signifikan terhadap keputusan pembelian bibit kelapa sawit PT MAR Banyuasin. Faktor sosial tidak berpengaruh signifikan terhadap keputusan pembelian bibit kelapa sawit PT MAR Banyuasin. Faktor personal berpengaruh besar terhadap keputusan pembelian bibit kelapa sawit di PT MAR Banyuasin. Faktor psikologis berpengaruh signifikan terhadap keputusan pembelian pada pembelian bibit kelapa sawit di PT MAR Banyuasin. Sementara itu, faktor budaya, sosial, pribadi dn psikologis berpengaruh signifikan trhdp keputusan pembelian bibit kelapa sawit di PT MAR Banyuasin. Kata kunci: faktor budaya, faktor sosial, faktor pribadi, faktor psikologis, keputusan pembelian  ABSTRACT The purpose of this study was to identify the factors that partially or simultaneously influence the purchase decision of oil palm seeds among consumers of PT MAR Banyuasin. The population in this study were the people of Sendamukti Village who visited and bought oil palm seeds at PT MAR Banyuasin. The sampling technique is a saturated sampling technique that uses all members of the population as a sample. For data collection techniques using questionnaires and observations. The data analysis techniques used include instrumental testing, classical hypothesis testing, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, and hypothesis testing using SPSS version 22. The results of this study and cultural factors based on hypothesis testing using SPSS version 22 have a significant effect on decision to purchase oil palm seedlings from PT MAR Banyuasin. Social factors have no significant effect on the decision to purchase oil palm seedlings of PT MAR Banyuasin. Personal factors have a big influence on purchasing decisions for oil palm seedlings at PT MAR Banyuasin. Psychological factors have a significant effect on purchasing decisions on the purchase of oil palm seeds at PT MAR Banyuasin. Meanwhile, cultural, social, personal and psychological factors significantly influence the decision to purchase oil palm seeds at PT MAR Banyuasin. Keywords: cultural factors,social factors,personal factors, psychological factors, purchasing decisions