ANALISIS PERILAKU KONSUMEN DALAM MELAKUKAN PEMBELIAN KECAP MANIS DI PASAR TRADISIONAL KABUPATEN KEBUMEN

Abstract

Abstract : The research conducted on the sweet soy sauce consumer in Kebumen Traditional Market, adjusted to the consumer involvement level of sweet soy sauce, the difference between the brand (difference between brands) of sweet soy sauce, and the behavior of the consumers (behavioral consumers) of sweet soy sauce in Kebumen District. The data used are primary data and secondary data. Primary data are then analyzed using an inventory design analysis and inter-brand differentiation. Data completion technique using interview, recording, and observation. The results showed, first in decision making process of sweet soy sauce in Kebumen regency is high that is equal to 33,47> 24, which means consumers want to devote their energy for good and right decision on good brand of sweet soy sauce Second, different between brand of sweet soy sauce According to consumers in the district of Kebumen real, for example see the difference between brands of sweet soy sauce. Third, the type of consumer behavior of sweet soy sauce in Kebumen District is a type of complex purchasing behavior, said the consumer is very involved in a purchase and see the difference between brands of sweet soy sauce.

Key words : Kebumen District, Sweet Soy, Traditional Market, Consumer Behavior Type