Research with title " BEHAVIORAL ANALYSIS of CONSUMER IN DECISION OF PURCHASING OF PRODUCT FURNITURE " SINAR JEPARA" NGANJUK ". representing descriptive research type, which conducted by at society district of Nganjuk.\ud
This Research is conducted to know factors what influencing behavior of consumer in decision of purchasing of furniture product " SinarJepara" Nganjuk and to know which factor is which dominant influence behavior of consumer in decision of purchasing of furniture product "SinarJepara" Nganjuk.\ud
Analyzer which is used in this research is factor analysis. Pursuant to factor analysis from 15 variable can reduce to become 4 factor with value of eigenvalue bigger than 1,000. As for 4 the formed factor is Psychology, Personal, Culture and Social.\ud
From result of analysis, can know that Psychology factor have totally of biggest variant that is equal to 20,540%, compared to bigger of other factor. Hence concluded that Psychology factor assumed dominant influence behavior of consumer in decision of purchasing of furniture product "SinarJepara" Nganjuk.\ud
Pursuant to the result, researcher can suggest, that company shall more paying attention to regarding matters determining decision of purchasing of consumer which concerning Psychological things of consumer by improving the quality of product, adding confidence of consumer at product by giving real evidence, and add satisfaction of consumer like by giving additional service that is with repair, or warranty. Besides also Personal things of consumer by trying to know earnings storey;level, character, their life style and also work. Company better survey consumer. Despitefully referring to company culture shall can comprehend habits of pecking orders and society exist in area of Nganjuk. Hereinafter relate to company social require to identify key informan having an effect on in an purchasing of furniture, besides condition of society social also require to be paid attention. For other researcher so that more diging to regarding cultural influence to purchasing of furniture in Nganjuk or in other place
