EFFECT OF CULTURAL FACTORS, SOCIAL, PERSONAL, AND PSYCHOLOGICAL TO PIZZA PURCHASE DECISION PROCESS (STUDY AT PIZZA HUT JENDERAL SUDIRMAN NO. 53 YOGYAKARTA)
Rini Dian Puspita, Puspi · Universitas Negeri Yogyakarta
Abstrak / Ringkasan
EFFECT OF CULTURAL FACTORS, SOCIAL, PERSONAL, AND PSYCHOLOGICAL TO PIZZA PURCHASE DECISION PROCESS (STUDY AT PIZZA HUT JENDERAL SUDIRMAN NO. 53 YOGYAKARTA)
Dian Puspita Rini Faculty of Economics, State University of Yogyakarta deanpoetri@yahoo.com
Arum Darmawati Faculty of Economics, State University of Yogyakarta arum_d@yahoo.com
ABSTRACT
This study aimed to determine : the influence of cultural factor, social, personal, and psychological to pizza purchase decision process partially and simultaneously. This study is a descriptive quantitative research. The population in this study was all visitors or customers of Pizza Hut Jenderal Sudirman No. 53 Yogyakarta. The research sample was determined by purposive sampling technique. Data obtained in september to october 2012 by questionnaire. Validity of the instrument was calculated by the Product Moment Correlation and the reliability was calculated by Cronbach Alpha coefficients. It uses multiple regression to analyze the data. The results showed that : (1) cultural factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,218, 2,589 t value, and significance value of 0,011. (2) social factor has positive influence on pizza purchase decision process, as showed by the regression coefficient of 0,307, 4,076 t value, and significance value of 0,000. (3) personal factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,227, 5,352 t value, and significance value of 0,000. (4) psychological factor has positive influence on pizza purchase decision process, showed by the regression coefficient of 0,266, 3,630 t value, and significance value of 0,000. (5) cultural factor, social factor, personal factor, and psychological factor has positive influence on pizza purchase decision process showed by the value of F count 72,008 a significance value of 0,000 and the influence of cultural factor, social, personal, and psychological to pizza purchase decision process is 74,2%.
Keyword: cultural factor, social, personal, psychological, purchase decision process.
Referensi Serupa
DEVELOPING MODULE OF PERSONAL-SOCIAL GUIDANCE FOR GUIDANCE AND COUNSELING TEACHERS IN SPECIAL REGION OF YOGYAKARTA TO INCREASE PSYCHOLOGICAL PREPAREDNESS OF SENIOR HIGH SCHOOL STUDENTS IN FACING NATURAL DISASTER
Yulia Ayriza, M.Si.
The impact of AI-driven social media marketing activities on gen z online purchase intention: The mediating role of perceived personalization and the moderating roles of privacy concern and AI trust
Mohammad Abuhashesh; Shafig Al-Haddad; Amer Badran; Abdel-Aziz Ahmad Sharabati
The conditional role of personal information-security norms in prosocial patient information disclosure among health professions students
Youngsoon Park; Kyunghee Chun
THE ACTUALIZATION OF MULTICULTULARISM VALUES THROUGH SOCIAL STUDIES LEARNING AT STATE JUNIOR HIGH SCHOOL 2 JUNTINYUAT IN REGENCY INDRAMAYU
Rosyad, Ali Miftakhu
TEACHING FACTORY LEARNING PROCESS AT VEHICLE'S BODY REPAIRING AND PAINTING WORKSHOP OF FACULTY OF ENGINEERING YOGYAKARTA STATE UNIVERSITY
Tawardjono, Us.; Noto Widodo, M.Pd.; Ibnu, Siswanto; Bambang, Sulistyo, M.Eng.
THE EFFECT OF SITUATIONAL FACTORS AND PSYCHOLOGICAL FACTORS OF STUDENTS IN THE CHOICE OF THE MECHANICAL ENGINEERING EXPERTISE PROGRAM IN VOCATIONAL HIGH SCHOOLS IN THE YOGYAKARTA SPECIAL TERRITORY
Dwi, Rahdiyanta
THE IMPLICATIONS OF LOCAL CULTURAL VALUES IN LEARNING MATHEMATICS
Eka, Sulistyawati
FACTORS THAT INFLUENCE THE EFFECTIVENESS OF PROCESS AND RESULT RESEARCH IN STUDENTS’ ACCOMPLISHMENT
Suciati, Suciati
THE CONSTRAINT FACTORS OF THE STUDENTS OF VOCATIONAL SCHOOL MAJOR COMPUTER ON THE LEARNING PROCESS OF COMPUTER NETWORK SUBJECT AT SMK PIRI 1 YOGYAKARTA
Ridwan Danur, Frehassangka
Developing Cultural And Character Nations Values Through Mathematics Learning
Bambang , Priyo Darminto
Unveiling the path to AI adoption in healthcare: The mediating influence of professional trust across technical, ethical, and psychological factors
Reem Helal Alanazi; Abu Elnasr E. Sobaih
EFFECT OF BRAND IMAGE TOWARDS DECISION MAKING IN BUYING NIKE SHOES OF STUDENTS OF FACULTY OF SPORT SCIENCE YSU
Muhammad, Romadhoni
Literatur Lain dari Universitas Negeri Yogyakarta
DEVELOPING MODULE OF PERSONAL-SOCIAL GUIDANCE FOR GUIDANCE AND COUNSELING TEACHERS IN SPECIAL REGION OF YOGYAKARTA TO INCREASE PSYCHOLOGICAL PREPAREDNESS OF SENIOR HIGH SCHOOL STUDENTS IN FACING NATURAL DISASTER
Yulia Ayriza, M.Si. · 2008
THE ACTUALIZATION OF MULTICULTULARISM VALUES THROUGH SOCIAL STUDIES LEARNING AT STATE JUNIOR HIGH SCHOOL 2 JUNTINYUAT IN REGENCY INDRAMAYU
Rosyad, Ali Miftakhu · 2016
TEACHING FACTORY LEARNING PROCESS AT VEHICLE'S BODY REPAIRING AND PAINTING WORKSHOP OF FACULTY OF ENGINEERING YOGYAKARTA STATE UNIVERSITY
Tawardjono, Us.; Noto Widodo, M.Pd.; Ibnu, Siswanto; Bambang, Sulistyo, M.Eng. · 2016
THE EFFECT OF SITUATIONAL FACTORS AND PSYCHOLOGICAL FACTORS OF STUDENTS IN THE CHOICE OF THE MECHANICAL ENGINEERING EXPERTISE PROGRAM IN VOCATIONAL HIGH SCHOOLS IN THE YOGYAKARTA SPECIAL TERRITORY
Dwi, Rahdiyanta · 2016
THE IMPLICATIONS OF LOCAL CULTURAL VALUES IN LEARNING MATHEMATICS
Eka, Sulistyawati · 2015
FACTORS THAT INFLUENCE THE EFFECTIVENESS OF PROCESS AND RESULT RESEARCH IN STUDENTS’ ACCOMPLISHMENT
Suciati, Suciati · 2014
THE CONSTRAINT FACTORS OF THE STUDENTS OF VOCATIONAL SCHOOL MAJOR COMPUTER ON THE LEARNING PROCESS OF COMPUTER NETWORK SUBJECT AT SMK PIRI 1 YOGYAKARTA
Ridwan Danur, Frehassangka · 2013
Developing Cultural And Character Nations Values Through Mathematics Learning
Bambang , Priyo Darminto · 2011
Literatur Terbaru yang Relevan
DEVELOPING MODULE OF PERSONAL-SOCIAL GUIDANCE FOR GUIDANCE AND COUNSELING TEACHERS IN SPECIAL REGION OF YOGYAKARTA TO INCREASE PSYCHOLOGICAL PREPAREDNESS OF SENIOR HIGH SCHOOL STUDENTS IN FACING NATURAL DISASTER
Yulia Ayriza, M.Si. · 2008
The impact of AI-driven social media marketing activities on gen z online purchase intention: The mediating role of perceived personalization and the moderating roles of privacy concern and AI trust
Mohammad Abuhashesh; Shafig Al-Haddad; Amer Badran; Abdel-Aziz Ahmad Sharabati · 2026
The conditional role of personal information-security norms in prosocial patient information disclosure among health professions students
Youngsoon Park; Kyunghee Chun · 2026
THE ACTUALIZATION OF MULTICULTULARISM VALUES THROUGH SOCIAL STUDIES LEARNING AT STATE JUNIOR HIGH SCHOOL 2 JUNTINYUAT IN REGENCY INDRAMAYU
Rosyad, Ali Miftakhu · 2016
TEACHING FACTORY LEARNING PROCESS AT VEHICLE'S BODY REPAIRING AND PAINTING WORKSHOP OF FACULTY OF ENGINEERING YOGYAKARTA STATE UNIVERSITY
Tawardjono, Us.; Noto Widodo, M.Pd.; Ibnu, Siswanto; Bambang, Sulistyo, M.Eng. · 2016
THE EFFECT OF SITUATIONAL FACTORS AND PSYCHOLOGICAL FACTORS OF STUDENTS IN THE CHOICE OF THE MECHANICAL ENGINEERING EXPERTISE PROGRAM IN VOCATIONAL HIGH SCHOOLS IN THE YOGYAKARTA SPECIAL TERRITORY
Dwi, Rahdiyanta · 2016
THE IMPLICATIONS OF LOCAL CULTURAL VALUES IN LEARNING MATHEMATICS
Eka, Sulistyawati · 2015
FACTORS THAT INFLUENCE THE EFFECTIVENESS OF PROCESS AND RESULT RESEARCH IN STUDENTS’ ACCOMPLISHMENT
Suciati, Suciati · 2014