ANALYSIS OF FACTORS AFFECTING THE PURCHASE DECISION OF ADORABLE PROJECT BRAND SHOES
Keywords:
Factor analysis, marketing mix, buying decision, consumer behaviorAbstract
The development of technology makes it easier for Indonesians to access the
internet, especially in e-commerce transactions. One of the products traded is shoes
or footwear. Adorable Project is a local shoe brand that only sells its products
through online stores in some e-commerce. The characteristic that makes Adorable
Project unique is the feminine and colorful product design. This study aims to
analyze the factors that influence the purchase decision of Adorable Project shoes.
This research is quantitative research with factor analysis techniques. The data
collection technique was carried out using a questionnaire distributed online using
a Google Form with a total of 116 respondents. From 17 sub-indicators, only 13
indicators can be analyzed, producing four new factors influencing the decision to
purchase Adorable Project shoes. The first factor is customer experience, the second
is stratification status, the third is consumer perception, and the fourth isthe external
factor. The Customer Experience Factor is the main factor influencing the decision
to purchase Adorable Project shoes, with a variance value of 29,935%.
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