Analysis of Factors That Influence Consumers on the Purchasing Power of “GW” Bags in Probolinggo

Nuzulul Fatimah, Emmywati ., Dewi Kartikaningsih


The world of fashion is a world that never dies, fashion always changes and has its own trend. This phenomenon can be seen in various fashion shopping centers that are never empty of visitors. Competition in the fashion world is fairly tight, demanding fashion producers/sellers, especially in the field of bags, to be able to sell products that attract buyers. Bag itself is one of the needs that are needed to carry out daily activities, both in education and in the world of work. We can see that bags can be used at various ages, so you can say that the need for bag use has no limits.This research was conducted to find out what are the factors that can affect the level of consumer purchasing power and the dominant factors affecting the purchasing power of consumers of GW bags in Probolinggo. The population in this study is GW bag consumers in Probolinggo with a sample of 50 respondents and data obtained directly from respondents by means of observation, interviews and questionnaires. The analysis used in this study is Factor Analysis with 9 variables and the dominant variable is the level of income.In this study using a quantitative method and using the SPSS version 16.00 application and obtained results that show the dominant variables as follows, level of income 5.567, level of education 1.085, level of need 0.763, socio-cultural 0.619, price 0.369, mode / design 0.249, lifestyle 0.178, buying interest 0.092, consumer environment 0.077. From the value that has been explained there is the highest value is the level of income, then the level of income is the most dominant variable in influencing the Y variable and from the results of the calculation of SPSS version 16.00 there are 2 group factors in this study.

Keywords: Analysis factors, purchasing power, level of income

DOI: 10.7176/JMCR/53-05

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