ANALYZING THE INFLUENCE OF PERSONAL FACTORS ON CONSUMER BUYING DECISION FOR CLOTHES IN FACEBOOK GROUP (Case Study: Rumah Live Online Manado)

Abstract

In the digital era 4.0, everyone used internet access to interact with other people, especially social media. Facebook is one of the social media that is widely used by today's society to interact with others. Facebook users especially business owners in North Sulawesi, have also started following the existing trend, which is using the live streaming feature in Facebook groups "Rumah Live Online Manado". It is one of the Facebook group that is very popular with consumers who want to shop for clothes. This study aims to determine the personal factors that influence the consumer buying decision purchase clothes on the Facebook Group "Rumah Live Online Manado". This type of research is a descriptive analysis approach. By using quantitative research methods. The sample for this study is 96 respondents. The sampling technique used is a purposive sampling method and the data collection method is in the form of a questionnaire that is run through Google Form. Testing and data analysis in this study using SPSS 26 software. The results shows that Age and Life Cycle (X1), Occupation and Economic Conditions (X2), Lifestyle (X3) and Personality (X4) simultaneously have a positive influence on consumer purchasing decisions. Occupation and Economic Conditions (X2), Lifestyle (X3) and Personality (X4) partially have a significant positive influence on consumer purchasing decisions while Age and Life Cycle (X1) have no significant influence on consumer buying decisions.

 

Keywords: age and life-cycle, occupation and economic condition, lifestyle, personality, buying decision, media social, facebook