ANALYZING FACTORS THAT DRIVE CONSUMER PURCHASE DECISION OF PRODUCT AT HYPERMART MANADO
ABSTRACT: The growth of
hypermarket business is enormously fast in Indonesia. Being an original
Indonesian hypermarket retailer, Hypermart was able to compete with foreign
retailers and become number one with its presence in more than 60 cities across
the country. This research is aimed to identify the factors that drive consumer
purchasing on Hypermart Manado using Factor Analysis for data reduction that
summarizes the observed factors. The population observed is consumers of
Hypermart Manado with 100 respondents as the sample size. The result of this
study shows that good location, discount, and brand image are three most
dominant out of seventeen factors tested. The recommendations for the company
are to keep in mind a strategic location when opening new branches, offer
discount to attract more purchases and maintain a good brand image, because
these three factors are what drive consumer purchase decision in Hypermart
Manado.
Keywords: hypermarket, retail
business, consumer purchase decision
Penulis: Dauhan Janice, David
P. E Saerang, Merinda Pandowo
Kode Jurnal: jpmanajemendd170478
