FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM PEMBELIAN PRODUK COKELAT NDALEM DI CV NDALEM MULYA MANDIRI YOGYAKARTA

Authors

  • Fatna Trihastuti Anjani Program Studi Agribisnis, Universitas Pembangunan Nasional Veteran Yogyakarta
  • Indah Widowati Program Studi Agribisnis, Universitas Pembangunan Nasional Veteran Yogyakarta
  • Budiarto Budiarto Program Studi Agribisnis, Universitas Pembangunan Nasional Veteran Yogyakarta

DOI:

https://doi.org/10.31315/jdse.v19i1.4879

Abstract

This research aims to analyze the influence of cultural, social, personal and psychological factors towords consumer behavior in purchasing nDalem chocolate products in CV nDalem Mulya Mandiri. The method used in this research is descriptive method, while the implementation is conducied through a case study, and the method used to choose the consumer is non probability sampling. The analytical technique used in this research is multiple linier regression analysis. The result of the research shows that the cultural, social, personal and psychological factors affect consumer behavior in purchasing nDalem chpcplate products in CV nDalem Mulya Mandiri Yogyakarta.

 

Keywords: nDalem chocolate products, cultural, social, personal, psychological factors, consumer nehavior.

References

Kotler, Philip. dan Keller, K.L. 2008. Manajemen Pemasaran. Jilid 1. Penerbit Erlangga.

Kotler, Philip. dan Keller, K.L. 2007. Manajemen Pemasaran. Edisi 12 Jilid 1. Alih Bahasa Benyamin Molan. Penerbit PT Indeks: Jakarta.

Kotler, Philip dan Gary Armstong. 2001. Prinsip-Prinsip Pemasaran. Jilid 1 . Edisi Kedelapan. Jakarta: Erlangga.

Nazir, Mohamad. 1988. Metode Penelitian. Penerbit ALFABETA Bandung.

Tjiptono, Fandy. 2008. Strategi Bisnis Pemasaran. Yogyakarta: Andi.

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Published

2021-06-25

Issue

Vol. 19 No. 1 (2018): Jurnal Dinamika Sosisal Ekonomi

Section

Articles

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