ANALISA FAK TOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMBELI MESIN K OPI BEZZERA

DEVI PRATAMI, Penulis and Dra. Siti Mahmudah, MM, Pembimbing and R. Fadjar Darmanto, SE,MM, Pembimbing (2017) ANALISA FAK TOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMBELI MESIN K OPI BEZZERA. Perpustakaan STIE IPWI JAKARTA, JAKARTA.

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Abstract

Price, Product Quality, and Promotionare the three factors of a few relatively large factors suspected to influence Consumer Bahavior in buyingBezzera coffee machine. These research aimed to determine the effect of Price, Product Quality and Promotion toward Consumer Bahavior in buying Bezzera coffee machine.Research conducted at the PT Rotaryana Jakarta by taking 100 respondents as the research sample, calculated using the Rao Purba formula. Data were collected by questionnaire instruments covered by the five rating scale from strongly disagree to strongly agree. Quantitative research was conducted by describing and multiple linear regression analysis. The simple and multiple linear regression analysis are the statistic approach to data analysis. Hypothesis testing is done by t-test, F-test, and coefficient determination (R2).The study produced four major findings consistent with the hypothesis put forward, that are :1.Price has a positive influence on Consumer Behavior,2.Product Quality has a positive influence on Consumer Behavior,3.Promotion has apositive influence on Consumer Behavior,4.Price, Product Quality, and Promotion simultaneously has a positive influence on Consumer Behavior.Base on the research finding, in order to increase Consumer Bahavior toward the purchase of a Bezzera coffee machinecan be done by increase Price, Product Quality and Promotion.Key words:Price, Product Quality, Promotion, and Consumer Behavior

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