Faktor Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Minyak Goreng Kemasan Di Kota Bengkulu

Revi, Yuliana (2024) Faktor Faktor Yang Mempengaruhi Perilaku Konsumen Terhadap Keputusan Pembelian Minyak Goreng Kemasan Di Kota Bengkulu. Skripsi thesis, Universitas Dehasen Bengkulu.

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Abstract

With the increasing levels of education and economic status of the community, there are several factors that make packaged cooking oil a preferred choice for consumers. Cooking oil packaged in pouches and bottles is considered more hygienic and cleaner compared to bulk cooking oil, leading to the emergence of various cooking oil brands. This study aims to determine (1) Factors influencing consumer behavior. (2) Purchasing decisions of packaged cooking oil. This research was intentionally conducted with a quantitative approach and utilized the SPSS application. The location was intentionally chosen due to its highest population in the Province of Bengkulu. The results of this study indicate that the average purchase level of packaged cooking oil is 2.14 (Low), and to understand and enhance the purchase of packaged cooking oil, market research and trends need to be conducted. The results of multiple linear regression analysis show that independent variables (X variables) such as the price of the product itself (packaged oil) (X1), Our oil price (X2) Complementary (X3), net family income (X4), Number of family members (X5) Healthy living motivation (X6) collectively influence the dependent variable (Y variable) purchasing decision. Keywords: Consumer Behavior, Purchasing Decisions of Packaged Cooking Oil.

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HB Economic Theory
S Agriculture > SB Plant culture
T Technology > TX Home economics
Divisions: Fakultas Pertanian > Program Studi Agribisnis
Depositing User: Jeffry Adi Nugraha
Date Deposited: 26 Sep 2024 03:01
Last Modified: 26 Sep 2024 03:01
URI: http://repository.unived.ac.id/id/eprint/1643

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