Title: FACTORS INFLUENCING CONSUMER BEHAVIOR IN BONNET SUPERMARKET MUNICIPALITY OF SURABAYA
Author: 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 plays an important role in determining the success of a company, because of 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 results for the organization itself. In this research the author wants to find out 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 Surabaya Municipal Bonnet supermarket, next to find out which of the eight independent variable that has a dominant influence on consumer behavior in shopping. Sampling used an accidental sampling technique. The respondents in this study were all buyers of goods (final consumers) at the Bonnet supermarket in Surabaya Municipality. Testing the proposed hypothesis used a multiple linear regression model. The multiple linear regression model shows that the variables education level, income level, price, promotion, location, service, product quality and parking facilities have a very significant effect with an R² of 85.50 percent, which means that the independent variables used in this research 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/
