PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI, DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN MAKANAN CEPAT SAJI
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This study aims to analyze the influence of cultural, social, personal, and psychological factors on fastfood purchasing decision (study on McDonald’s in Yogyakarta). The subject in this study was consumers who had purchased at McDonald’s restaurant twice in the last 6 months. In this study, sample of 112 respondents were selected using purposive sampling method and distributing questionnaries using Google Form. The analytical tools used is multiple linear regression on application program SPSS ver15.0. Based on the analysis that have been made that the cultural, social, personal, and psychological factors are positive and significantly influence purchase decision simultaneously. Partially, cultural and psychological factors are positive and significantly influence purchase decision. For social and personal factors are not significantly effect purchase decision.