ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN MINUMAN ENERGI (Studi Kasus pada Extra Joss di PT. Bintang Toedjoe Cabang Semarang)

This research was doing to know the effect of cultural, social, personality and psychology that stimulate the consumer to buy the energy drink. Data that used in this research have been achieved from questioner data of some respondent in the area selected. The data would analyzed by regression and correlation analyzing. The result ensure that cultural, social, personality and psychology together have positive effect and significant to buying energy drink decision. This is finding out from Fhitung amount bigger than Ftabel (60,299>2,6415). Probabilitay number is 0.000 (probabilitas < 0.05). That assumpted the first hypotesis was accepted. The Cultural have positive effect and significant to buying energy drink decision. From calculation using SPSS 12.0 is finding out thitung 3,147 that shown thitung bigger than ttabel (3,147>2,0227). Probability also give out 0,003 that smaller than 0,05. That assumpted the second hypotesis was accepted. The social factor had positive effect and significant to buying energy drink decision. By signification 5 % (α = 0,05), and degree of freedom (n-1) = 39 found ttabel 2,0227. From calculation was got thitung 2,189 so that thitung was bigger than ttabel (2,189>2,0227). Probability also shown smaller than 0,05 that is 0,035. That assumpted the third hypotesis was accepted.The personality factor have positive effect and significant to buying energy drink decision. The personality factor have positive effect and significant to buying energy drink decision. The calculation shown thitung 2,551 so that thitung lebih besar daripada ttabel (2,551>2,0227). Probability was 0,015 smaller than 0,05. The meaning is the fourth hypothesis accepted. The last variable is psychology that have positive effect and significant to buying energy drink decision. From the calculation found thitung 3,614 so that thitung bigger than ttabel (3,614>2,0227). Probability also showed 0,001 and smaller thani 0,05. This meaning is accepting of fifth hypothesis.