Title: ANALYSIS OF FACTORS THAT INFLUENCE CONSUMER BEHAVIOR IN MAKING DECISIONS TO SHOPPING IN TRADITIONAL MARKETS
Authors: Umar Said
Item Type : Thesis (Thesis)
Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This study aims to analyze the influence of factors such as facilities, location, price, and product on consumer behavior in making decisions to shop at traditional markets in Surabaya. In addition, this study also aims to determine differences in consumer decisions regarding traditional market attributes, facilities, services, location, price, and products based on consumer income and status. This study was conducted on consumers who shop at 20 traditional markets in Surabaya, and used purposive sampling to take a sample of 400 respondents. The "Multiple Linear Regression" model was used to analyze this study, namely to prove the first hypothesis (F test) and the second hypothesis (t test); while the ChiSquare analysis model was used to prove the third and fourth hypotheses. The dependent variable in this study is the decision of traditional market consumers (Y); and the independent variables are Facilities (X1), Services (X2), Location (X3), Price (X4) and Products (X5). The results of the study indicate that together the factors of facilities, services, location, price and product have an influence on consumer behavior in making shopping decisions in traditional markets. This is indicated by the calculated F value (20.509) which is greater than the F table value (2.21). The regression equation model is as follows: Y = 0.8626 + 0.2640 X1 + 0.2543 X2 + 0.1903 X3 + 0.0779 X4 + -0.0243 X5 The results of the regression equation indicate that the five independent variables have an influence on consumer behavior in making decisions to shop in traditional markets. All X variables have an influence on consumer behavior in making shopping decisions in traditional markets which can be seen from the coefficient of determination (R²) of 0.2065 or 20.65%. The relationship of all X variables to consumer behavior in making consumer decisions to shop in traditional markets can be seen from the correlation coefficient (R) of 0.4544 or 45.44%. Thus the first hypothesis is accepted. Partial testing shows that the location variable has the largest t value compared to other variables, namely t count (4.245) > t table (1.645), with an r² value of 0.0437 with a probability of 0.00003 or P < 0.05. These results indicate that the location variable has a dominant influence on consumer behavior in making decisions to shop at traditional markets. Thus the second hypothesis is not accepted. From the results of the Chi-Square test, the third hypothesis can be accepted because the calculated X² value is greater than the X² table (27.911 > 21.03) with an error probability of 5.699E-03 or P < 0.05. While the fourth hypothesis is not accepted because the calculated X² value is smaller than the X² table (5.080 < 9.49) with an error probability of 0.2792 or P> 0.05.
Keywords: CONSUMER BEHAVIOR; CONSUMER BEHAVIOR; TRADITIONAL MARKET
Sources: http://repository.unair.ac.id/34795/