<![CDATA[Purchasing decision are influenced by many factors. In this research, there are 11 factors namely motivation, value, social environment, family, social classe, culture, sub-culture, product, price, place and promotion. This research aims to explore the factors affecting the purchase decision, and to know the dominant factor affecting the purchase decision. This research used a quantitative approach, purposive sampling techniques with total 110 respondents and used exploratory factor analysis. Results showed that of the 11 factors used in this study, formed six factors namely product factor, cultural factor, employee service factor, sub-cultural factor, psychology factor, and price factor. The dominant factor which influence the customers’ purchase decision in Kober Bar Malang is a product factors.]]>
Copyrights © 2018
