FACTORS AFFECTING CONSUMER BEHAVIOR AT THE BONNET SUPERMARKET OF SURABAYA CITY

Amount: FACTORS AFFECTING CONSUMER BEHAVIOR AT SUPERMARKET BONNET KOTAMADYA SURABAYA

Authors: Wahyuni

Item Type: Thesis

Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia

Publisher: Airlangga University

Abstract

Today society as a consumer has played an important role in determining the success of a company, because with the increasing number of goods offered by similar competitors. Marketing organizations are responsive to changes desired by the consumer society where marketers try to provide the best for their consumers, but still produce for the organization itself. In this study the authors wanted to know how much influence the independent variables of education level, income level, price, promotion, location, service, product quality and parking facilities had on the dependent variable of consumer behavior in shopping at the Bonnet supermarket, Surabaya Municipality, then to find out which of the eight independent variable which has a dominant influence on consumer behavior in shopping. Sampling using accidental sampling technique (accidental sampling). Respondents in this study were all buyers of goods (end consumers) at the Bonnet supermarket, Surabaya Municipality. The hypothesis testing proposed was using multiple linear regression models. The multiple linear regression model shows that the variables of education level, income level, price, promotion, location, service, product quality and parking facilities have a very significant effect with R² of 2 percent, which means that the independent variables used in this study are simultaneously able to influence consumer behavior in buying goods. The dominant independent variable is service with a tcount value of 85.50 and a regression coefficient of 6,531 with a probability of 0 and a partial correlation of 379 which means it has a strong influence.

Keywords: CONSUMER BEHAVIOR

sources: http://repository.unair.ac.id/34926/