PENGARUH BUDAYA, HARGA DAN LOKASI TERHADAP MINAT BELANJA KONSUMEN DI PASAR SOPONYONO

Abstract

This research is meant to find out the influence of culture, price, and place to the customer shopping
interest in Soponyono market which is based on the growth of modern market, and the population is
one thousand respondents (indefinite) of society who have ever shopped in these market and the
samples are 80 respondents which have been determined by using accidental sampling technique. The
analysis method has been done by using quantitative analysis whereas the statistic method has been
done by using multiple linear regressions analysis. The data has been fulfilled by using validity test,
reliability test, and classic assumption test which are processed by using SPSS. The data collection
which has been processed statistically by using SPSS has generated the results as follow: 28.652 have
been generated by using the F test with the significant level is less than 5% (0.000), so it can be
concluded that culture, price and place variables simultaneously have influence to the Customer
Shopping Interest. The adjust R square (R
) shows figure 0.512, it means that 51.2% of the Customer
Shopping Interest variable can be explained simultaneously by these three independent variables in the
equation of regressions, meanwhile the remaining 48.8% are influenced by other factors outside of the
research model. The result of the t test generate each of culture variable (B) is 2.131 with its
significance level is less than 5% (0.003), and Place (L) is 5.941 with its significance level is less than
5% (0.000), so partially these variables have influence to the Customer Shopping Interest (M).

Keywords:Customers Shopping Interest, Culture, Price and Location