Faktor-Faktor yang Memengaruhi Keputusan Pembelian Buku pada Mahasiswa

Publishers and bookstores decline d in book sales from 2013 to 2020. The study aimed to find out factors that caused book sales decline d and studentsinfluenc ing factors in buying books. There are various factors that influenc ing the decision to purchase books, i.e price, product, location, promotion, lifestyle, word of mouth technology, and information. This study use d 205 respondents who are students of IPB University. The data collection technique used is Probability sampling, a random sampling method. Sample selection using convenience sampling is a sampling technique from the person or unit that is the easiest to find or access .The sampling done by the interview method and filled out a questionnaire on the google form. PLS SEM test toolused to data analysis . SEM ( Structural Equation Models ) is a statistical technique that aims to build or test statistical models, which are usually causalThis research is a field of consumer behaviour science. The research was conducted on the Bogor Agricultural University campus from December 2020 to April 2021. The author chose the location of this research purposively because the object of the research was active Bogor Agricultural University studentsThe study results showed that the product, price, word of mouth, lifestyle, technology, and information factors had a significant effect on students buying book decisions. Location and promotion factors have no significant effect on students purchase book decisions.