ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN PAKCOY HIDROPONIK DI LOTTE MART THE PARK MALL SUKOHARJO

Abstract

Abstract :The purpose of this study is to know the characteristics, to know the consumer behavior,perception consumer, and examine the and the dominant variables. The basic method of research is used analytical descriptive method. Sampling method used in this study is accidental sampling to100 buyers. Consumer perception of product factors; price; and an important place for consumers, as well as promotional factors less important for consumers. The result of factor analysis shows there are 4 factors considered. The four factors are based on the priority are product factors (21.9%), price factor (12,8%), place (10,0%), and promotion factor (8,4%). The variables consumers consider are texture (product factor), price (price factor), supermarket location (factor of place), and promotion (promotion factor). Consumer behavior in the purchasing decision process considers the reason of the respondent to shop very precisely, the frequency of one-time purchase in 2 months with the purchase amount of 2 bundle pakcoyhydcponic, and the marketing mix factor, ie product factor, price, place, and promotion.