ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBUATAN KEPUTUSAN KONSUMEN DALAM MEMBELI SUSU BUBUK INDOMILK

Abstract

Powder milk product experienced the enough impressive growth slowly
comparing to the economic crisis time happened since the middle of 1997. This
was supported with the more and more increase of people awareness of requiring
the nutrient and healthy. The demand was more and more increase to support the
existing company to enlarge the total of production resulted. Seeing the much
enough number of powder milk producers, the competition in the powder milk
industry is tight enough. Based on the case so that it needed to be identified the
various factors influencing the decision of consumer purchase toward the powder
milk. The brand used as the research object was the brand of Indomilk powder
milk.
The goals of this research were (1) to find out the factors significantly influenced
the consumer decision making in buying the Indomilk powder milk, and (2) to find
out the difference of factors influencing the consumer behavior in doing decision
purchase the powder milk product of Indomilk based on the different type of
gender, age, job, and the expense per month. The tool of data analysis used in this
research was the multiple regression analysis and the chi square test. The
multiple regression analysis was aimed to find out the significant factors
influencing to the consumer decision making in buying the powder milk of
Indomilk. The chi square test was aimed to find out the difference of factors
influencing the consumer decision making based on the type of gender, age, job,
and the expense per month of consumer.
The result of research showed of factor significantly influencing the consumer
decision making in purchasing the powder milk of Indomilk were the
characterisric factor of individual consumer and the influence of marketing
strategy. Meanwhile the factor of environmental influence was not significant to
influence the consumer decision making.

Based on the chi square test, it was known there was not the difference of factors
influencing the decision of consumer purchase based on the type of gender, age,
job, and the expense per month. How ever, based on age it was known there were
the difference of factors that influencing the decision of consumer purchase that
were demography and culture factors.