Title: ANALYSIS OF FACTORS INFLUENCING CONSUMER BEHAVIOR IN MAKING DECISIONS TO SHOP IN TRADITIONAL MARKETS
Author: 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 research aims to analyze the influence of facilities, location, price and product factors on consumer behavior in making decisions to shop at traditional markets in the city of Surabaya. Apart from that, this research is also to determine differences in consumer decisions regarding traditional market attributes, facilities, services, location, prices and products based on consumer income and status. This research was conducted on consumers who shopped at 20 traditional markets in the city of Surabaya, and used purposive sampling to take a sample of 400 respondents. The "Multiple Linear Regression" model is used to analyze this research, namely to prove the first hypothesis (F test) and the second hypothesis (t test); while the ChiSquare analysis model is used to prove the third and fourth hypotheses. The dependent variables in this research are traditional market consumer decisions (Y); and the independent variables are Facilities (X1), Services (X2), Location (X3), Price (X4) and Product (X5). The research results show that together the factors of facilities, service, location, price and product have an influence on consumer behavior in making shopping decisions in traditional markets. This is shown by the calculated F value (20,509) which is greater than the table F value (2.21). The regression equation model is as follows: Y = 0.8626 + 0.2640 consumer behavior in making decisions to shop in traditional markets. All X variables influence 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. The partial test shows that the location variable has the largest t value when 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 location variables have 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 table X² (27.911 > 21.03) with an error probability of 5.699E-03 or P < 0.05. Meanwhile, the fourth hypothesis is not accepted because the calculated X² value is smaller than the table X² (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/
