Pengaruh Faktor Sikap, Gaya Hidup, Budaya, Kelompok Acuan, Media Terhadap Keputusan Pembelian Konsumen Cokelat Premium Di Won.dis Cokelat

Deliana Putri Hapsari, Nanik Dara Senjawati, Heni Handri Utami

Abstract


UMKM Won.dis Cokelat has a wide range of processed chocolate products with a variety of flavors making the majority of consumers Won.dis Cokelat prefer to buy the highest selling or best-selling products. The premium chocolate variant is a product with little sales. By looking at the small sales, companies need to pay attention to what factors influence consumers' decisions in making purchases of Premium Chocolate products. The purpose of this research was to determine the factors that influence consumers in making purchase decisions on Premium Chocolate products. The method used is a quantitative research method with a case study approach. The sampling method used a nonprobability sampling method with accidental sampling technique. The number of samples used in this study was 100 respondents. The data sources used are primary data and secondary data. Data collection techniques use interviews and questionnaires. The analytical techniques used are descriptive analysis and logistic regression analysis. The Result showed that: 1) variables of attitude, lifestyle, culture, reference groups and media influence together on the purchase decision of Premium Chocolate products at UMKM Won.dis Cokelat. 2) variables of attitude, lifestyle and media partially affect the purchasing decision of Premium Chocolate products at UMKM Won.dis Cokelat.

Full Text:

PDF

References


Badan Pusat Statistik. (2020). Statistik Kakao Indonesia 2020. Jakarta: Badan Pusat Statistik.

Dedy, Aguspriandono S., Rita Nurmalina, Idqan Fahmi. (2014). Faktor-Faktor Yang Memengaruhi Keputusan Konsumen Dalam Pembelian Produk Susu Bubuk Pertumbuhan. Jurnal Ilm. Kel. & Kons, 7(2), 113-122.

FMIPA UGM. (2015). Buku Panduan Praktikum. Yogyakarta: Program Studi Statistika FMIPA UGM.

Gendis, Dyah Pitaloka. (2022). Faktor Internal dan Faktor Eksternal yang Berpengaruh Terhadap Keputusan Pembelian Produk Akkar Juice Bar Yogyakarta. Journal of Agricultural Social and Business, 1(2), 116-123.

Nachrowi, Djalal Nachrowi. & Hardius Usman. (2002). Penggunaan Teknik Ekonometri. Jakata: PT RajaGrafindo Persada.

Nazir, Moh. (2011). Metode Penelitian Cet. Ketujuh. Bogor: Ghalia Indonesia.

Schiffman, Leon. & Leslie Lazar Kanuk. (2008). Perilaku Konsumen Edisi Ketujuh. Jakarta: PT. INDEKS.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV Alfabeta.

Sumarwan, Ujang. (2011). Perilaku Konsumen Teori Dan Penerapannya Dalam Pemasaran. Bogor: Ghalia Indonesia.

Safrida., Edy Marsudi., Putri Jannah. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Minuman Kopi Pada Warung Kopi Solong Ulee Kareng Kota Banda Aceh. Jurnal Agrisep, 1411-3848.

Umar, Khasan. (2018). Analisis Faktor-faktor yang Mempengaruhi Perilaku Konsumen dalam Pengambilan Keputusan Pembelian White Coffee. Jurnal Litbang Kebijakan, 12(2), 157-161.

Widi E., Risti. (2011). Uji Validitas Dan Reliabilitas Dalam Penelitian Epidemiologi Kedokteran Gigi. Jurnal Kedokteran Gigi. Unej, 8(1), 27-34.




DOI: https://doi.org/10.31315/asb.v2i2.10805

DOI (PDF): https://doi.org/10.31315/asb.v2i2.10805.g5961

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Agrisociabus



Creative Commons License
Journal of Agricultural Social and Business  is licensed under a Creative Commons Attribution 4.0 International License.