VISITOR PERSONALITY FACTOR ANALYSIS CAFE Q-TA RECOVERY IN INDRAGIRI HILIR DISTRICT
Keywords:Age and Life Cycle Stage (X1), Occupation (X2), Economic Situation (X3), Lifestyle (X4), Personality and Self-Concept (X5), Personality Factors (Y)
Many factors make every buying decision that influence it. This study aims to determine the personality factors of visitors to Cafe Q-ta Tembilahan, Jalan Soebrantas Tembilahan. In this study the type of data used consisted of qualitative and quantitative data. Data collection techniques were carried out through interviews and submission of questionnaires. From the results of the study it was concluded that personality factors consisting of the variables Age and Life Cycle Stage, Occupation, Economic Situation, Lifestyle, Personality and Self-Concept significantly influence the t test, namely the tcount value is greater than the t table value or t count > t table of 2.011. There is a multiple linear regression Y = 0.010 + 0.270 X1 + 0.285 X2 + 0.429 X3 + 0.369 X4 + 0.214 X5 + . And the influence is quite strong, namely the coefficient of determination is 70.4% and the correlation coefficient shows a value of 0.839 which means the level of influence between variables is in a very strong category. Then for the f test or simultaneous test, the Fcount value is 20.947, and the significance value is 0.000. This means that the variables Age and Life Cycle Stage, Occupation, Economic Situation, Lifestyle, Personality and Self-Concept together influence the Analysis of Personality Factors for Visitors to Cafe Q-ta Tembilahan Jalan Soebrantas Tembilahan.
Danang Sunyoto, Basic Concepts of Marketing Research and Consumer Behavior. CAPS, Yogyakarta, 2012, hlm. 251
Henry Simamora, Human Resource Management, Jakarta: Gramedia, 2016, p. 1
J. Setiadi, Nugroho, Consumer behavior,Jakarta: PT Kencana, 2010, p. 77-79
Kotler,Philip and Gary Armstrong, Marketing Principles, trans. Bob Sabran, Erlangga, Jakarta, 12th Edition, 2006, p. 170
Jeans, Philip, Marketing Management 13th Edition, Indonesian Language Volume 1 and. 3 Prints. Jakarta: Rajawali, 2012, p. 221
Keller from Kotler, Marketing Management, Edition 12, Jakarta: Erlangga, 2012, p. 192.
Jeans, Bowen,Husband's, Marketing for Hospitality and Tourism (6th ed). Prentice Hall. New Jersey, 2014, hlm. 207
Jeans, Phillip and Kevin LaneKeller. Marketing Management 12th edition Volume 1. & 2. Jakarta: PT. Index, 2016, p. 6
Prasetija, Ihalauw, Consumer Behavior, Yogyakarta: Andi Offset, 2010, p. 4
Schiffman and Kanuk, Consumer behavior. Second Edition, Jakarta: PT. Gramedia Index, 2014, p.7
Setiadi, Nugroho J. Consumer Behavior. Revised Edition. Jakarta: Kencana Prenada Media. Group. 2013, p. 136
Sugiyono, Research Methods 11th Edition, Bandung: PT. Alfabeta, 2010, p. 217