FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMAKAIAN JASA WARNET DI KOTA JEMBER

Sujoko Sujoko




Abstract


This research analyze influence of consumer behaviour factors that consist of marketing mix (product, price, promotion, personal traits, place, process, physical evidence), individual consumer (motivation, perception, attitude, learning), and environment influence (culture, social class, reference group) on the decision of using cyber café service in Jember City, and also to know the dominant variable of consumer behaviour that influences decision of using cyber café service. Result of this research, there are significant influence of consumer behaviour factors that consist of marketing mix (product, price, personal traits, place, process), individual consumer (motivation, perception), and environment influence (culture, reference group) on the decision of using cyber café service in Jember City. The dominant variable in this research is Price that influence of consumer behaviour on the decision of using cyber café service in Jember City.


Abstract in Bahasa Indonesia:

Penelitian ini merupakan studi yang menguji tentang pengaruh faktor-faktor perilaku konsumen yang terdiri dari bauran pemasaran (product, price, promotion, personal traits place, process, physical evidence), individu konsumen (motivasi, persepsi, sikap, pembelajaran), dan pengaruh lingkungan (budaya, kelas sosial, kelompok acuan) terhadap keputusan pemakaian jasa warnet di Kota Jember baik secara simultan maupun secara parsial, serta mengetahu variabel prilaku konsumen yang mempunyai pengaruh dominan terhadap keputusan pemakaian jasa warnet. Hasil analisis menunjukkan bahwa terdapat pengaruh yang signifikan baik secara simultan maupun secara parsial antara variabel-variabel bauran pemasaran (product, price, personal traits place, process), individu konsumen (motivasi, persepsi), dan pengaruh lingkungan (budaya, kelompok acuan), terhadap keputusan pemakaian jasa warnet (Y) di Kota Jember. Variabel dominan dalam penelitian ini adalah Price yang mempengaruhi keputusan pemakaian jasa warnet di Kota Jember.

Kata kunci: perilaku konsumen, keputusan pemakaian, jasa warnet.


Keywords


consumer behaviour, decision making, cyber café.

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