THE EFFECT OF PERSONAL FACTORS ON CONSUMER PURCHASE DECISION (CASE STUDY: EVERBEST SHOES)
ABSTRACT: Manado city also
experiences the fashion trends. Branded product such as Everbest already known
to the Manado public.The objectives of this research are to know the personal
factors influencing the purchasing decision of Everbest Shoes product in Manado
and identify factors that have dominant effects on personal factors influencing
purchase decision of Everbest Shoes in Manado. To achieve these objectives, the
personal factors are analyzed with the multiple linear regression method. After
an examination of 100 respondents, the result of this research shows that
Personal Factors which are Age & Life-cycle Stage, Occupation and Economic
Condition, Lifestyle, and Personality have significant effect on consumer
purchase decision of Everbest Shoes in Manado.This research indicates that the
personal factors influence the purchase decision of Everbest Shoes in Manado.
Therefore, Everbest should be considering a strategy to maintain the company’s
performance.
Keywords: age & life-cycle
stage, occupation and economic condition, lifestyle, personality, purchasing
decision
Penulis: Pratiwi O. S. Pemani,
James D.D. Massie
Kode Jurnal: jpmanajemendd170451
