FAKTOR-FAKTOR YANG MEMENGARUHI PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN PADA PASAR TRADISIONAL

This study aims to examine the effect of cultural, social, personal and psycho - logical variables simultaneously and partially on purchasing decisions. This research was conducted at the traditional market in North Banjarmasin. This study uses a causal research design. The type of data in the study is quantitative da - ta. The data used in the form of primary data, namely, data obtained directly from res - pondents by questionnaires distributed to 50 buyers in Cemara Market North Banjarmasin. The sample is determined based on the incidental technique. Data analysis was carried out by multiple linear regression methods. The results showed that cultural, social, personal and psychological variables simul - taneously had a significant effect on consumer purchasing decisions in traditional mar - kets in North Banjarmasin. Partially social and personal variables have a significant effect on decision making. Other variables in this study are cultural and psychological have no significant effect on decision making.