Factor Analysis of Affecting for the Decision Purchase of Kopi Kapal Api Sachet in Denpasar City

Abstract

The purpose of this research to determine the factors that consider consumers in making purchasing decisions  for Kapal Api Sachet Coffee in Denpasar and determine the dominant variables in purchasing decisions for  Kapal Api Sachet Coffee.This research uses factor analysis method and data technique which is done by google  form through social media, 200 questionnaires to respondents in Denpasar and 30 questionnaires in Badung  Regency for validity and reliability test. The results of the analysis formed are 5 factors, namely psychological  factors consisting of 10 variables with an eigenvalue of 8.891. Promotion factors are 5 variables with a total  eigen value of 1.930. Product factor consists of 4 variables with a total eigenvalue of 1.779. Location factor  consists of 3 variables with a total eigenvalue of 1.338. Price factor consists of 2 variables with an eigenvalue  value of 1.244. When viewed from the value of the loading factor that influences consumer decisions in  purchasing Kapal Api Coffee, it is in the location factor, which is available at street vendors with a loading  factor value of 0.862 and available at small shops with a loading factor value of 0.799.