Abstract
The emerging of new retail stores in Indonesia has brought new competition to the current market competition. The object of this research is 7-Eleven. This research analyzes the relationship between variables of consumer behavior and willingness to buy. This research is purposed to find the relationship between the consumer behavior variables (cultural factor, social factor, personal factor and psychological factor) to the consumer willingness to buy a product in 7-Eleven convenience store. The scope and limitation of this study rounds in the 7-Eleven convenience store in Jatiwaringin, Jakarta with total samples 110 of 150 population average. Data was analyzed by using quantitative analysis. The interpretation of this research shows that the variables and dimensions of consumer behavior has a relationship with the consumer's willingness to buy a product in 7-Eleven Jatiwaringin, Jakarta, even so, there are some variables that has a relationship but not affecting the willingness to buy significantly. The variables that is mostly affecting the willingness to buy in this research shows that social factors giving more affect more that any variables among the consumer behavior variables. The coefficient of determination (R 2 ) is l 0.405 40.5% of the variation that occurs in the willingness to buy is described by all of the independent variables, cultural factor, social factor, personal factor, psychological factor, while the remaining 100% - 40.5% = 59.5% are explained by other variables which is not described in this research.
Highlights
Based on the rapid development of 7 eleven convenience store in the past 2 years, even in the new market competition and competing in with a same product in the market while selling the product with a higher prices comparing to the local stores, the researcher is interested to know deeper regarding their strategy of surviving and developing, especially in the strategy of promoting their product and
By defining the variables of consumer behavior and relates them to the object of research in 7-Eleven Jatiwaringin, Jakarta, the researcher would like to see whether the willingness of Consumer to buy in that convenience store will be influenced by the factors of consumer behavior
Making inferences/conclusion - When (p value)
Summary
Based on the rapid development of 7 eleven convenience store in the past 2 years, even in the new market competition and competing in with a same product in the market while selling the product with a higher prices comparing to the local stores , the researcher is interested to know deeper regarding their strategy of surviving and developing, especially in the strategy of promoting their product and Figure 1. Multiple Regression Analysis, usually used in the research where there are more two or more independent variables are hypothesized to influence one or more dependent variable. This means that the independent variable simultaneously (shared) affect the dependent variable. - When (p value)> 0.05 H0 is accepted and Ha rejected This means that the independent variable simultaneously (together) does not affect the dependent variable. Hypothesis formulation H0 : μ = 0 mean that partially the independent variables (X1, X2, X3, X4) do not have significant influence on the dependent variable (Y). Making inferences/conclusion - When (p value) 0.05 H0 is accepted and rejected This means that the independent variable partially not affect the dependent variable. The correlation coefficient of 0 indicates no linear relationship between variables, nonlinear relationship may exist
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