ANALISIS PENGARUH SITUASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI SUSHI PHE PONTIANAK

Abstract

This research is about purchasing decisions at Sushi Phe Pontianak. Sushi Phe is a restaurant that serves typical Japanese food. By the time, there are a lot other Japanese restaurants in Pontianak. This research uses physical environment, social environment, time, purpose, and mood variables to see factors that influence consumers in making purchasing decisions. This research aims to determine the effect of physical environment, social environment, time, purpose, and mood on purchasing decisions on Sushi Phe Pontianak simultaneously and partially. This research uses quantitative methods. The data collection techniques used are the distribution of questionnaires, literature studies, and documentation studies. The sampling technique uses a purposive sampling method with 100 respondents who have visited Sushi Phe at least twice. The analytical tool used is multiple linear regression analysis. The data obtained will be analyzed using the IBM SPSS program version 25.0. The F test shows that physical environment, social environment, time, purpose, and mood influence the purchasing decisions at Sushi Phe. The t test shows physical environment and time variable have influence purchasing decisions on Sushi Phe partially. Social environment, purpose, and mood have no effect on purchasing decisions on Sushi Phe partially.