Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian: Sebuah Studi Empiris Jamu Langsing Cair Perusahaan "Paten" di Jakarta

Wiryawan, Zahrida Zainal (2008) Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian: Sebuah Studi Empiris Jamu Langsing Cair Perusahaan "Paten" di Jakarta. Karya Ilmiah Dosen, 1 (1). pp. 37-66. ISSN 1979-9543

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Abstract

This empirical research investigated the consumer behaviour prior to purchasing a product. This research focused on the purchase of a traditional lndonesian herbal medicine called 'jamu' PATEN, with the product being investigated was the liquid form used mainly tor slimming bodies. The purpose of this research was to understand the consumer behavior in purchasing jamu in line with the framework of theories in marketing managemeil brtbooks, and the results were used to make an effective and efficient marketing strategy as well as to investigate further about consumer responses to the marketing efforts of jamu products like jamu PATEN. The investigation used consumer analysis, operational analysis and environment analysis. Correlation design with purchasing decision as the dependent variables, together with motivation, perception, learning and belief as the independent variables were investigated and analyzed usrng SPSS 13.0. The research results indicated that the purchasing decision and consumer awareness of the product with its slimming body's efficacy of jamu PATEN, as represented by the respondents of this study, to have been influenced by consumer's motivation, perception, learning and belief, with the consumer awareness of the jamu PATEN to be found as minimum.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Apr 2017 02:07
Last Modified: 03 Apr 2017 02:07
URI: http://repository.untar.ac.id/id/eprint/248

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