Paper Title
Factors Influencing Tourist To Purchase Souvenirs

Abstract
This study aimed to investigate the factors affecting on the tourist’s purchase behavior. In this study, researchers made questionnaire with 24 questions. Target respondents of this survey are tourists who purchase souvenirs in stores. About 182 tourists were selected used purposive sampling method to respond the questionnaires. Factors that influence purchase decision: personal, social factors, psychological, and situational factors were used as variables in this study. Data resulted from research questionnaire, were analyzed by Exploratory Factor Analysis (EFA) and multiple regression analysis. The reliability of social and situational factor were measured through Cronbach's alpha as 0.774 and 0.758. Therefore, based on the results of this study, the variable of situational factors had the highest impact on tourist’s purchase behavior, then followed by social factors. Keyword- Tourist, purchase, personal, social, psychological, situational, souvenir