Rinjani, Carminia and Munawaroh, Munawaroh (2016) Analysis on Psychological and Social Factors in Influencing The Millennial's Decision in Choosing Restaurant. Bachelor thesis, Swiss German University.

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Abstract

The purpose of the research is to find out whether psychological and social factors have an influence towards buying decision among Millennials. The independent variables for the research are psychological factors and social factors. The indicators used for psychological factors are motivation, perception, beliefs and attitudes, and learning. The indicators used for social factors are reference groups, family, and social roles and status. This research is quantitative research, and the type of study is causal explanatory study. The research uses questionnaire to collect the data. The sample taken was Millennials in Tangerang Selatan area. The questionnaire is distributed to 100 respondents. Multiple regression analysis was used for this research, as well as Chi-Square test per indicator. The result was both psychological and social factors influence significantly towards buying decision among Millennials, the influence is 0.550. Social factors influence buying decision by 0.633, and psychological factors influence by 0.691. The result of the Chi-Square test per indicators in influencing buying decision for social factors are as follows: reference groups 0.490, family 0.068, and social status 0.620. While for psychological factors: motivation 0.122, perception 0.567, beliefs and attitude 0.623, and learning 0.621.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Psychological Factors; Social Factors; Buying Decision; Millennials; Restaurant; Motivation; Perception, Beliefs and Attitudes, Learning, Social Status, Reference Groups.
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	14 Jul 2020 13:50
Last Modified:	14 Jul 2020 13:50
URI:	http://repository.sgu.ac.id/id/eprint/1191

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