ANALYSIS OF CONSUMER CHOICE FACTORS IN CHOOSING DIGITAL PHOTO GRAPHICS IN THE MIDST OF A PANDEMIC IN LOMBOK: EXPLORING DISAPPEARING DECISIONS

Ety Nurhayaty, Dede Suleman, E. Styaningrum, Roydawaty Bunga, Aprilia Puspasari, Supriatin, Enggar Widianingrum
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Abstract

This study aims to determine the factors that shape consumer purchasing decisions on Digital Photo Graphics. Variables that are assumed to form consumer loyalty are price, product, service, place, promotion, presentation and reputation. Researchers used quantitative descriptive research. The population in this study are consumers who shop at Digital Photo Graphics in 2020. The sample in this study is consumers who meet the criteria set by the researchers with a total of 83 people. The analytical method used in this study is explanatory factor analysis (EFA) with the help of the SPSS application. The results of this study indicate that 5 factors are formed, namely Excellent Service Factors (1), Store Convenience Factors (2), Accessibility Factors (3), Product Performance Factors (4), Promotion Factors (5). The Excellent Service factor has the highest variance value, which is 46%. Steps that can be taken by Digital Photo Graphics are increasing up-selling, making company uniforms, providing personal service, making terms and conditions, cutting dense trees, directing parking to be neater, making product quality consistent, allocating funds for research & development, active on social media and giving discounts to loyal customers.
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分析龙目岛大流行病中消费者选择数码照片图形的因素:探索消失的决定
本研究旨在确定影响消费者购买数码照片图形决定的因素。假定形成消费者忠诚度的变量包括价格、产品、服务、地点、促销、展示和声誉。研究人员采用了定量描述性研究方法。研究对象是 2020 年在 Digital Photo Graphics 购物的消费者。本研究的样本是符合研究人员设定标准的消费者,共计 83 人。本研究使用的分析方法是解释性因子分析(EFA),并借助 SPSS 应用程序。研究结果表明,共形成了 5 个因子,即优质服务因子(1)、商店便利性因子(2)、交通便利性因子(3)、产品性能因子(4)、促销因子(5)。其中,优质服务因素的方差值最大,为 46%。Digital Photo Graphics 公司可以采取的措施有:增加向上销售、制作公司制服、提供个人服务、制定条款和条件、砍伐茂密的树木、引导停车更整洁、使产品质量保持一致、为研发分配资金、活跃于社交媒体以及为忠实顾客提供折扣。
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