ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI MAKANAN CEPAT SAJI DI PIZZA HUT PONTIANAK

Abstract

This study aims to analyze the factors influencing consumer decisions in purchasing fast food at Pizza Hut Pontianak. The factors examined include cultural, social, personal, and psychological aspects. This research employs a quantitative approach with an associative method. The sample consisted of 100 respondents selected through purposive sampling. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that simultaneously, cultural, social, personal, and psychological factors have a significant influence on purchase decisions. Partially, cultural and psychological factors significantly affect the decision to purchase fast food at Pizza Hut Pontianak, while social and personal factors do not have a significant effect. The adjusted coefficient of determination (Adjusted R²) of 48.7% indicates that the studied factors explain 50.8% of the variance in purchase decisions, with the remaining 49.2% influenced by other factors outside the research model. These findings provide important implications for Pizza Hut's marketing strategy in understanding consumer behavior based on cultural and psychological characteristics.