FACTORS AFFECTING CONSUMERS TO CHOOSE 212 MART SURABAYA AS A PLACE TO SHOP

This research aims to find out factors that influence consumers decision on shopping at sharia mart 212 Mart at Wonorejo, Surabaya in the middle of the rapid growth of 212 Mart’s franchise around Indonesia. The method used in this research is explorative factor analysis. The population’s charateristics used in this study are consumers of 212 Mart Surabaya and people that live around Wonorejo that ever trade at 212 Mart. The amount of sample that are used in this study are 30 respondents for the pre-eliminary test and 95 respondents for the main test. This research used convenience sampling to withdraw samples. This research found that there are five factors that influence consumers decision on shopping at sharia mart 212 Mart Surabaya. The factors are consumer compability of halal goods factor, recommendation from friends that has the same vision about 212 movement factor, inventory factor, parking area factor and Islamic atsmosphere factor.

Keywords: Consumers Decisions, Sharia Mart, Compability of halal goods, Friend Recommendation, inventory, Parking Area, Islamic Atsmosphere.

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