Chuzaimah & Sujadi
Fakultas Ekonomi Universitas Muhammadiyah Surakarta
Abstract
This research aim to analyse relation among consumer attribute (gender, age, earnings and work) with product attribute (promotion, quality of and price) and to know tightest related degree. Formulation this research internal issue do there is relation among consumer attribute covering gender, age, earnings, and work to product attribute covering promotion, quality of, price, and tidiness at Bookstore Gramedia Surakarta. Hypothesizing in this research is anticipated there is related among consumer attribute covering gender, age, work and earnings to product attribute covering promotion, quality of, tidiness and price at Bookstore Gramedia Surakarta by significant Result of research indicates that there are relation among gender with promotion, quality, price, tidiness. There are relation among age with promotion, quality, price, tidiness, promotion, quality, price and tidiness. There are relation among work with promotion, quality, price, and tidiness. Calculation of Contiguity among C with Cmaks indicate that related degree sequence among consumer characteristic (gender, age, earnings and work) with product characteristic (promotion, quality of, tidiness and price) having tightest relation is earnings storey with quality, this matter is proved from value contiguity of C with smallest C maks.
PENDAHULUAN
Pemahaman akan perilaku konsumen sangat penting bagi perusahaan untuk mengetahui perubahan yang terjadi pada konsumen. Perilaku konsumen juga akan menentukan proses pengambilan keputusan dalam pembelian untuk setiap konsumen adalah sama, namun seluruh proses tidak selalu dilaksanakan oleh konsumen. Proses pengambilan keputusan merupakan sebuah pendekatan penyelesaian masalah pada kegiatan manusia untuk membeli suatu barang atau jasa dalam memenuhi kebutuhannya. Perusahaan yang memahami bagaimana konsumen akan bereaksi terhadap ciri-ciri produk yang berbeda yang meliputi daya tarik iklan, harga, jenis produk, selera konsumen, bentuk dan kemasan. Hal itu akan mendorong perusahaan untuk membuat produk yang dapat memenuhi keinginan konsumen, sehingga dapat meningkatkan volume penjualan dan meraih keuntungan yang lebih ....
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