Title: FACTORS THAT INFLUENCE CONSUMER BEHAVIOR IN BONNET SUPERMARKET, SURABAYA CITY

Authors: Wahyuni

Item Type : Thesis (Thesis)

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

Publisher: Universitas Airlangga

Abstract

Nowadays, society as consumers 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 consumer society where marketers strive to provide the best for their consumers, but still produce for the organization itself. In this study the author wants to know how much influence the independent variables of education level, income level, price, promotion, location, service, product quality and parking facilities have on the dependent variable of consumer behavior in shopping at the Bonnet supermarket, Surabaya City, then to find out which of the eight independent variables has a dominant influence on consumer behavior in shopping. Sampling uses accidental sampling techniques. Respondents in this study were all buyers of goods (final consumers) at the Bonnet supermarket, Surabaya City. Testing the proposed hypothesis uses a multiple linear regression model. 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 85.50 percent, which means that the independent variables used in this study together are able to influence consumer behavior in purchasing goods. The dominant independent variable is service with a t-value of 6.531 and a regression coefficient of 0.379 with a probability of 0.00000 and a partial correlation of 0.1996 which means it has a strong influence.

Keywords: Consumer Behavior

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