Abstract
Determinants of Consumer Decisions in Consuming Sariwangi Dye Tea(Case Study on Tiara Dewata Consumer Group in Denpasar City)
 The consumers’ decision in purchasing Sariwangi tea bag products is affected byconsumer characteristics and marketing mix elements. These variables affect thebuying decision processes so as to produce a buying decision. This research wasconducted at supermarkets in Denpasar City with the aim to identify the factors thatplay a role in consumer decision to buy Sariwangi tea bags and analyze decisionprocesses of purchasing Sariwangi tea bags by consumers in Denpasar City. In thisresearch, the method used was descriptive-quantitative analysis method andqualitative-descriptive analysis. The results showed that all variables had a role to theconsumer's decision to consume Sariwangi tea, the variable that had the greatest roleto the secondary factor was the social variable with the communality value of17.29%, while the individual variable with the communality value of 10.49% had thelowest role to the consumer's decision to consume Sariwangi tea bags. Consideringthat the seven variables truly have a role to consumer decisions consuming Sariwangitea, then the producer should still pay attention to matters relating to these variables,especially social factors that have the most decisive role.
Highlights
The consumers’ decision in purchasing Sariwangi tea bag products is affected by consumer characteristics and marketing mix elements
The results showed that all variables had a role to the consumer's decision to consume Sariwangi tea, the variable that had the greatest role to the secondary factor was the social variable with the communality value of 17.29%, while the individual variable with the communality value of 10.49% had the lowest role to the consumer's decision to consume Sariwangi tea bags
Melihat variabel yang berhubungan dengan strategi pemasaran yang dilakukan oleh perusahaan memiliki peranan tidak terlalu besar, maka manajemen perusahaan sebaiknya lebih meningkatkan kualitas strategi pemasaran agar variabel produk, harga, distribusi, dan promosi dapat menjadi faktor penentu utama konsumen dalam mengkonsumsi teh celup Sariwangi, sehingga keputusan konsumen dapat dikendalikan oleh perusahaan
Summary
Proses pembelian oleh konsumen diawali sejak responden mengenali kebutuhan atau masalah. Kebutuhan tersebut dapat ditimbulkan oleh rangsangan internal atau eksternal. Tahapan pengenalan kebutuhan berdasarkan hasil kuisioner adalah responden merasa penting mengkonsumsi teh sehari-hari dalam keadaan santai di pagi hari, namun apabila tidak mengkonsumsi teh responden merasa biasa saja, dan responden dirumah biasanya mengkonsumsi jenis teh celup dibandingkan teh lainnya
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