Pengaruh Faktor Kebudayaan, Faktor Pribadi, Faktor Sosial Terhadap Keputusan Pembelian Fashion Matahari Departement Store Secara Online ( Studi Pada MAsayarakat Ponorogo)

In this era of globalization, economic development is marked by the existence of a market without borders or between countries, the existence of a revolution in communication and information technology has ultimately been able to create new online media. The purpose of this study is to determine the influence of cultural, personal, and social factors on purchasing decisions.
This research is a quantitative study. The population of this study cannot be known with certainty because the number of Matahari consumers in one Ponorogo area who use the Matahari.com application or market place is large and there is no definite data. The sampling method uses the Purposive Sampling technique with 70 respondents. The data collection method uses a questionnaire distributed via Google Form. Data measurement uses a Likert scale of one to five where 1 is for the answer strongly disagree and 5 is for the answer strongly agree. The data analysis used in this study is SPSS (Statistical Package For The Social Sciences) through the SPSS 25 application.
The results of the analysis show that cultural factors have no significant effect, personal factors have a significant effect and social factors have no significant effect on Matahari consumer purchasing decisions on Matahari consumer purchasing decisions.
Keywords: Cultural Factors, Personal Factors, Social Factors