ANALYSIS DECISION TO PURCHASE SOUVENIRS AT JANJANG GUDANG BUKITTINGGI

Abstract

This study originated from the author conducting pre-research through interviews with souvenir traders and distributing online questionnaires, the authors found several problems such as: decreased income, competitive competition, lack of information on social media, and consumer complaints about souvenirs purchased. The purpose of this research is to analyze the level of decision to buy souvenirs in Janjang Gudang Bukittinggi in terms of 5 indicators, namely: introduction of needs, information search, evaluation of alternatives, purchase decisions, and post-purchase decisions. This type of research is a quantitative descriptive study.

The research sample consisted of 100 respondents, namely consumers who had shopped and used souvenirs of Janjang Gudang Bukittinggi. Sampling technique by accidental sampling. Data collection techniques using a questionnaire (questionnaire) with a scale Likert that has been tested for validity and reliability. The data were analyzed through descriptive analysis with the help of the SPSS version 20 program.

The results of the research on the decision to buy souvenirs in the Bukittinggi warehouse generally obtained an average score of 3.72 which is at a high level of purchasing decisions. Whereas from each indicator, namely: 1) recognition of needs has an average score of 3.40 which is at a high enough level, 2) information seeking has an average score of 3, 60 which is at a high level, 3) evaluation of alternatives has an average score of 4, 12 which is at a high level, 4) the purchase decision has an average score of 3.67 which is at a high level, 5) the post-purchase decision has an average score of 3.82 which is at a high level.