ANALYSIS OF DETERMINANT INFLUENCING PURCHASE DECISION IN SMART STORE AMONG TANG XI COMMUNITY IN CHINA

Abstract

This research purpose is to analyze price, efficiency and product influence toward purchase decision in Smart Store. In this research, population used were Chinese People who live in Tang Xi Community. The method used is quantitative and uses multiple linear regression. The questionnaire was spread to obtain the primary data from 130 people lived in Tang Xi Community. Meanwhile, the distribution of questionnaires using google form to analyze data using descriptive statistical analysis and inferential statistic using the Likert Scale method in processing questionnaire data. The results showed that the price, efficiency and product have significant influence toward purchase decision in Tang Xi Community. Because to maintain the performance of generation Y, it is necessary to pay attention to these variables which is price, efficiency and product.