Hayangua, Yandres (2013) Analisis Faktor-faktor yang Mempengaruhi Perilaku Konsumen Dalam Pembelian Di KFC Cabang Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan di KFC di Kabupaten Malang. Data dikumpulkan dari 1 St Juni hingga 30 tahun 2012. Tujuan dari penelitian ini adalah untuk menentukan perilaku konsumen dalam membeli KFC dan untuk memeriksa faktor-faktor yang mempengaruhi perilaku pembelian. 100 responden dipilih dengan metode accidental sampling. Metode survei diterapkan untuk mendapatkan data. Analisis deskriptif, faktor dan regresi dilakukan untuk menganalisis data. Hasil penelitian menunjukkan bahwa perilaku konsumen dalam pembelian KFC dipengaruhi secara positif oleh `eksternal dan kualitas`, `referensi merek`, dan `budaya`. Namun itu dipengaruhi secara negatif oleh `demografi konsumen` dan `karakteristik individu`.
English Abstract
This study was conducted at KFC at Malang Regency. Data were collected from 1 st June to 30 th year 2012 . The objective of this study was to determine consumer behaviour in buying KFC and to examining factors influencing in the purchasing behaviour. 100 respondents were selected by accidental sampling method . Survey method was applied to obtain data. Descriptive, factor and regression analysis were carried out to analyse the data. Results showed that consumers behaviour in purchasing KFC were positively influenced by “external and quality”, “brand references”, and “culture”. However it was negatively affected by “consumer demographic” and “individual characteristics”.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2013/26/051304622 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Endang Susworini |
| Date Deposited: | 09 Jul 2013 12:10 |
| Last Modified: | 21 Oct 2021 07:10 |
| URI: | http://repository.ub.ac.id/id/eprint/136986 |
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DAFTAR_PUSTAKA.pdf Download (1MB) | Preview |
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KATA_PENGANTAR_&_SETERUSNYA.pdf Download (1MB) | Preview |
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KUISIONER.pdf Download (1MB) | Preview |
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LAMPIRAN_1.pdf Download (1MB) | Preview |
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