Factors Influencing Consumer Decisions in Purchase of Imported Rice in Dili – Timor Leste

Abstract

This study aims to determine what factors and which are the most dominant factors considered by consumers in buying imported rice products in Dil. This study used quantitative descriptive analysis using the SPSS version 25 analysis tool. This study used 70 respondents as the research sample drawn using purposive sampling method. The research method applied in this research is based on factor analysis with data collection techniques used are interviews, documentation, and questionnaires. The results of this study indicate only 15 independent variables that can be analyzed. Of the 15 variables after the factor rotation process, there are four main components. The naming of the new factor is determined according to the variables that make up the factor. The marketing factor that has the highest eigenvalue is 4.932 and is able to explain the total variance of 32.829%. Reference factor with an eigenvalue of 1.891 with a variance proportion of 12.606%. Personal factor with an eigenvalue of 1.320 with a total variance of 8.800%. The excellence factor has an eigenvalue of 1.130 with a total variance of 7.532%. The implications for companies to always maintain the quality of their products.