Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian Susu Morinaga di Kota Lhokseumawe
Abstract
The purpose of this study was to analyze the effect of consumer behavioron purchasing decisions of morinaga milk consisting of cultural factors, social
factors, personal factors and psychological factors on consumer purchasing
decisions in Lhokseumawe. The sample of this research was taken using
purposive sampling technique. The method of data analysis is Statistical
Product and Service Solutions (SPSS). Based on the research find that all of
variables, there are culture, social, personal and phycology have a significant
influence to consumenr behavior in purchasing decision product Morinaga di
Lhokseumawe. The variable of personal factor is the most dominant factor
influencing consumer purchasing decisions.
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