Mukarromah, Cholifatul (2013) Perilaku Konsumen Dalam Keputusan Pembelian Produk Olahan Susu Segar Di Milk Story. Sarjana thesis, Universitas Brawijaya.
Abstract
sopan, lokasi mudah dijangkau alat transportasi dan fasilitas free wifi dengan faktor loading berturut-turut sebesar 0,804, 0,806, 0,765 dan 0,869. Besarnya koefisien faktor harga, pelayan berpakaian sopan dan rapi, lokasi mudah dijangkau dan fasilitas free wifi jika terjadi peningkatan sebesar 1 % maka keputusan pembelian produk milk story akan meningkat sebesar 1,509 harga, 1,065 pelayanan, 0,679 lokasi dan 0,784 fasilitas free wifi . Kesimpulan yang diperoleh bahwa faktor Faktor-faktor yang paling mempengaruhi dalam keputusan pembelian produk olahan susu segar di milk story adalah harga produk, pelayan berpakaian sopan dan rapi, tempat mudah dijangkau alat transportasi dan adanya fasilitas free wifi. Perilaku konsumen positif terhadap faktor-faktor yang dipertimbangkan dalam keputusan pembelian produk olahan susu segar di milk story . Faktor-faktor yang menjadi pertimbangan konsumen dalam membeli produk milk story perlu diketahui, sehingga milk story dapat meningkatkan fasilitas dan pelayanan.
English Abstract
The data collection of the research conducted on February 20 to March 20 2013 The story of dairy milk stores located in street Semeru 70 Malang. The purpose of this study was to identify consumer behavior in purchasing decisions of fresh dairy products in the dairy story, particularly among young people or teenagers who became the attractiveness of milk consumption, and to determine the factors that most influence the purchase decision of fresh dairy products in the Milk story. The material of this study was the visitors who took the story of milk 100 respondents. This research method is a survey method is to interview respondents and distributing questionnaires. Respondents who visited most of the milk story of women 55 % and men 45 %, dominated by students / student aged 20-24 years and had a median income of Rp. 500,000 to 1,000,000. Significant regression results to explain that of 15 variables that influence purchasing decisions for fresh dairy products in the dairy story only 4 variables were highly influential, namely affordability, waiters dressed and polite the location is easily accessible transport and facilities free wifi.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FPT/2013/82/051307354 |
| Subjects: | 600 Technology (Applied sciences) > 636 Animal husbandry |
| Divisions: | Fakultas Peternakan > Peternakan |
| Depositing User: | Endang Susworini |
| Date Deposited: | 14 Nov 2013 11:30 |
| Last Modified: | 19 Oct 2021 13:08 |
| URI: | http://repository.ub.ac.id/id/eprint/137047 |
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