ANALYSIS OF SEVERAL FACTORS AFFECTING CONSUMER BEHAVIOR IN CHOOSING PAWNSHOP (CASE STUDY OF SHARIA PAWNSHOP UNIT AT SULTAN ADAM BANJARMASIN)

Abstract

Knowing the behavior of consumers is not easy, sometimes they frankly decision needs and desires, but often they act arbitrarily. Maybe they do not understand their motivation in depth so that they often react to change their minds at the last minute before finally doing a purchase decision. Consumer decision making, either directly or indirectly, will involve others in decision making. This research is a field research. The research was conducted through primary data collection with tools questionnaire, given to the customers sharia pawnshop Unit at Sultan Adam Banjarmasin. The data obtained is then tabulated to obtain the influence of independent variables on the dependent variable used. Based on the analysis of data and the results of hypothesis testing is done, it can be concluded that researchers propose as follows:  1. The results of the analysis of factors affecting consumer behavior in selecting Sharia Pawnshop indicated by the value of R 639 square containing 63.9 % mean that the decision in choosing the unit of Sharia Pawnshop Sultan Adam Banjarmasin.While the remaining 36.1 % is determined by factors that variables used in this study. 2. Price variables have the most dominant influence on the decision in choosing the unit of sharia Pawnshop. This finding can be seen through the understandarized beta of 0.311 and significance level of 0.000.