ABSTRACT

INFLUENCE OF CONSUMER BEHAVIOUR TOWARDS CONSUMER BUYING

DECISIONS AT THE FACTORY OUTLET TRAFFIC LITE
BANDAR LAMPUNG

BY

DINI SETIAWATI

Factory outlet is a term used for clothing stores that sell clothing with famous brands and
is a (mostly) clothing exports remains. Marketing of clothing output products of the
factory can be done with tracking and location of the attitudes of consumers in the form
of consumer behavior. Consumers' behavior can contribute toward the buying decision.

This research aims to measure the impact of consumer behavior (cultural, social, personal
and psychologically) on consumer buying decisions at the factory outlet traffic lite
Bandar Lampung.

The method used in this research is descriptive and type of research is associative. The
research population of 275 consumer and then taken the sample of 96 respondents. Data
analysis techniques used in this research is a simple linear regression, F test and t test.

The results showed that the culture of a fraction (X1) social variables (X2) personal
variables (X3) and the psychological variable (X4) significantly affects consumers' buying
decisions at the factory outlet traffic lite Bandar Lampung. Simultaneously test results
conclude that cultural variables (X1), social (X2) Personal (X3), psychological (X4) are
collectively the same influence buying decisions (Y) Consumer at the factory outlet
traffic lite Bandar Lampung. Provide value R2 of 0.723 which means 72.3% explained by
the buying decision the contribution of cultural variables (X1), social (X2) and personal
(X3) and the remainder (87.0%) caused by other factors.

This study concludes that the effects of partial or simultaneously, consumer behavior
(cultural, social, personal, and psychological) on consumer buying at the factory outlet
traffic lite Bandar Lampung.
.

Key Words: Consumers' behavior, cultural, social, personal, and psychological, buying
decision.