Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALYSIS OF FACTORS INFLUENCING CONSUMERS’ DECISIONS TO SHOP AT INDOMARET USING EXPLORATORY FACTOR ANALYSIS (EFA) (A CASE STUDY OF INDOMARET CUSTOMERS IN HEGARMUKTI VILLAGE, CIKARANG PUSAT SUBDISTRICT, BEKASI REGENCY)

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  • Ika Ismatul Karimah,
  • Aulia Cindy Sekarwangi,
  • Hanif Abdul Rahman Alim,
  • Ray Agusti Raharja,
  • Naufal Zaky Nashrullah
Ika Ismatul Karimah
Pelita Bangsa University
Aulia Cindy Sekarwangi
Pelita Bangsa University
Hanif Abdul Rahman Alim
Pelita Bangsa University
Ray Agusti Raharja
Pelita Bangsa University
Naufal Zaky Nashrullah
Pelita Bangsa University
DOI: https://doi.org/10.2238/2072w192

Published 2026-07-02

Keywords

  • Exploratory Factor Analysis (EFA),
  • Consumer Decisions,
  • Indomaret,
  • Service Quality,
  • Retail Consumer Behavior.

How to Cite

ANALYSIS OF FACTORS INFLUENCING CONSUMERS’ DECISIONS TO SHOP AT INDOMARET USING EXPLORATORY FACTOR ANALYSIS (EFA) (A CASE STUDY OF INDOMARET CUSTOMERS IN HEGARMUKTI VILLAGE, CIKARANG PUSAT SUBDISTRICT, BEKASI REGENCY). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/2072w192

Abstract

This study aims to identify the latent factors underlying consumer shopping decisions at Indomaret in Hegarmukti Village, Cikarang Pusat Subdistrict, Bekasi Regency. The findings demonstrate that consumer shopping decisions at rural minimarkets serving industrial areas are multidimensional, shaped by service quality, physical store comfort, location accessibility, and price-promotional incentives, which can serve as the basis for formulating modern retail marketing strategies in the area using Varimax rotation. The KMO test (0.782) and Bartlett’s Test (χ² = 453.602; df = 66; p < 0.001) confirmed the suitability of the data. The analysis results extracted four factors with a cumulative variance of 71.40%, namely Service Quality and Product Availability (19.82%), Store Facilities and Comfort (19.21%), Location and Accessibility (16.64%), and Price and Promotions (15.73%), with factor loadings ranging from 0.739 to 0.881 and communality ≥ 0.572. These findings demonstrate that consumer purchasing decisions at rural minimarkets serving industrial areas are multidimensional, shaped by service quality, physical store comfort, location accessibility, and price-promotion incentives, which can serve as the basis for formulating modern retail marketing strategies in the region.
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