ANALISIS PERILAKU KONSUMEN DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN MAKANAN SIAP SAJI DI KFC KAWI MALANG

HAFILUTDIN HAFILUTDIN

Abstract


The title of this research? CONSUMER BEHAVIOR ANALYSIS
Effect on PURCHASING DECISIONS AND
Ready meals in KFC KAWI MALANG?. This research is
survey research, based on results obtained by two weeks of the study respondents
as many as 100 people, thus the study sample as many as 100
people.
The purpose of this study were (1) To identify and analyze
the influence of cultural variables, social variables, individual variables and variables
psychologically to the purchasing decision in the KFC fast food Kawi
Malang. (2) To identify and analyze between cultural variables,
social variables, individual variables and psychological variables Which
The most powerful influence on purchase decisions in the KFC fast food
Kawi Malang.
The hypothesis of this research are (1) estimated that the variable of cultural, social,
individual, and psychologically significant effect on purchasing decisions
KFC fast food in Kawi, Malang. (2) estimated that individual variables
is the variable that most strongly influence on purchase decisions
KFC fast food in Kawi, Malang.
This study uses multiple regression analysis tool,
used to determine the effect of independent variables that significantly
cultural variables, social variables, individual variables, and psychological variables
to the dependent variable is the purchase decision.
Based on this research can be summarized as follows: (1)
Strong positive correlation between the independent variables (X), namely culture (X 1),
social (X 2), individual (X 3), and psikoligis (X 4) to the dependent variable (Y)
ie purchasing decision. This is evidenced by the coefficient
bergandanya correlation (R) of 0.739. (2) Of the four variables
influence purchasing decisions, the most powerful influence is
individual variables (X 3).

 

Keyword : Perilaku Konsumen, Keputusan Pembelian

link Terkait : http://skripsi.umm.ac.id/files/disk1/321/jiptummpp-gdl-s1-2009-hafilutdin-16019-PENDAHUL-N.pdf


Keywords


Perilaku Konsumen; Keputusan Pembelian