THE EFFECT OF PERSONAL FACTORS ON CONSUMER PURCHASE DECISION (Case Study: Everbest Shoes)

Abstract

accesories, and so on. Manado city also experiences the fashion trends. Branded product such as Everbest already known to the Manado public.The objectives of this research are to know the personal factors influencing the purchasing decision of Everbest Shoes product in Manado and identify factors that have dominant effects on personal factors influencing purchase decision of Everbest Shoes in Manado. To achieve these objectives, the personal factors are analyzed with the multiple linear regression method. After an examination of 100 respondents, the result of this research shows that Personal Factors which are Age & Life-cycle Stage, Occupation and Economic Condition, Lifestyle, and Personality have significant effect on consumer purchase decision of Everbest Shoes in Manado.This research indicates that the personal factors influence the purchase decision of Everbest Shoes in Manado. Therefore, Everbest should be considering a strategy to maintain the company’s performance.

Keywords: age & life-cycle stage, occupation and economic condition, lifestyle, personality, purchasing decision.