Analisis Faktor-faktor Eksternal Yang Mempengaruhi Keputusan Konsumen Dalam Memilih Belanja Di Assalaam Hypermarket

The purpose of this study was to determine the influence of cultural, reference groups, family and social class factors, either partially or simultan to consumer decision in choosing shopping in Assalaam Hypermarket. The analytical tool used in this study were: Multiple linear regression test, Test t, Test F and The coefficient of determination (R2) or Adjusted R Square. The results of data analysis concludes that the cultural, reference groups, family and social class variables influence the purchasing decisions of consumers on Assalam Hypermarket, either partially or simultan, Cultural Variables become the dominant factor in the purchase decision. Suggestions that emerged in this study were The management should pay more attention to factors such as cultural community grows in accordance with decisions of private consumption, the reference group is able to provide encouragement to consume, the number of family members and their effects on individual consumption decisions, and social class potential segments that many make purchases at Assalam hypermarket and the manager also acan develop a plan of activities to encourage consumers to get used to make purchases at Assalam hypermarket. Keywords: Cultural, Reference Group, Family, Social Class, Consumer Decision Making