FAKTOR-FAKTOR YANG MEMPENGARUHI PENGAMBILAN KEPUTUSAN PEMBELIAN TELUR OMEGA-3 DI KOTA MALANG

This study aims to determine the influence of social factors, personal factors, and psychological factors on purchasing decisions for omega-3 eggs in Malang City. This type of research uses quantitative research using a questionnaire as a measuring tool. The sample used in this study was 96 respondents. The sampling technique used accidental sampling technique. There are three factors tested, namely social factors, personal factors and psychological factors. Data analysis in this study is multiple linear regression analysis, regression coefficients test, and t test and f test using SPSS 22. The results showed that social factors, personal factors and psychological factors have a partial and simultaneous influence on purchasing decisions for omega-3 eggs in Malang City.