Abstract

This study was conducted to explore the dominant factors that become consumer preferences in purchasing decisions for EsTeh Indonesia products. The basic method carried out is a quantitative method with an Exploratory Factor Analysis (EFA). The sampling technique used was random sampling with the number of respondents 80 people who had bought EsTeh Indonesia products in Yogyakarta. The results showed that 3 dominant factors influence consumer preferences towards purchasing decisions for EsTeh Indonesia products, those are product Attractiveness, of which CSR activity by EsTeh Indonesia is included, Services, and Values.