THE INFLUENCE OF PERSONAL AND PSYCHOLOGICAL FACTORS TOWARD PURCHASE DECISION (A CASE OF THEME RESTAURANTS IN JAKARTA)

Abstract

Growing of population in Jakarta, give influence to many factors, especially in restaurant industry. Because there are so many of restaurants, nowadays people make an innovation or something new to attract customers. Theme Restaurant is restaurant with a different concept and design with unusual restaurant. This research aim is to analyze purchase decision on theme restaurants by using perspective from customers on theme restaurant in Jakarta. This study’s objective is to find the influence of personal factors in the form of economic status and occupation and psychological factors in the form of motivation, learning and belief and attitude toward purchase decision. The limitation of this research, the population is customers on theme restaurants in Jakarta, who had dine experience on theme restaurants at least once. In this research, researcher used quantitative analysis, to figure out the result, researcher does the validity and reliability to check the questionnaire whether valid and reliable or not. For validity test researcher used pearson correlations (0.609 – 0.916) and reliability test used cronbach’s alpha (0.780 – 0.833). After that, researcher used multiple linear regressions as method to test the hypotheses. Based on the result of the research through the survey of 400 respondents, it shows that Psychological Factor in the form Belief and Attitude is the most influence to purchase decision. It was also found that occupation has no significant influential to purchase decision on theme restaurant. Theme Restaurant should pay attention and learn about their personal and psychological factor to gain purchase decision on theme restaurant.