THE EFFECT OF SITUATIONAL FACTORS AND PRODUCT ON CONSUMER BUYING DECISION IN HYPERMART AT MANADO CITY

Abstract

This research aims to understand and analyze the effect of situational and non-situational factors (product), partially or simultaneously, on the consumer buying decision in hypermart at Manado City. The observed situational and non-situational factors are based on Belk Theory; three situational factors of Belk includes physical surroundings, social surroundings, and temporal perspective, while non-situational factors (product) include product quality and assortment. Sampling has been developed through accidental sampling, consists of 60 respondents. Data has been collected by main instrument of questionnaire, 5-point Likert Scale to measure the respondents’ answer, data analysis using multiple linier regression. The results of research indicate that physical surroundings, social surroundings, temporal perspective, product quality and assortment have positive and significant effect partially or simultaneously on consumer buying decisions and product assortment has dominant effect on consumer buying decision in hypermart at Manado City.