ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN MADU DI KOTA SURAKARTA

Abstract

Abstract: This study aims to determine the factors influencing consumer behavior in honey purchasing decisions in Surakarta. Sampling method used is judgement sampling with 100 respondents. The data analysis method used is factor analysis. Factor analysis aims to find new variables called factors with fewer numbers than the original variables. The factor analysis result shows a total variance percentage of 73,425%. The result of the research shows that from the 24 variables analysed, they can be simplified into 14 variables categorized into six main factors. Those factors are: situational factor with variance percentage of 22,274%, products factor with variance percentage of 15,133%, psychological factorwith variance percentage of 12,280%, accesibility factor with variance percentage of 8,444%, promotion based on electronic media factor with variance percentage of 7,806%, and direct promotion with variance percentage of 7,489%.