Abstract
Consumer decisions are processes that occur to consumers when he decides to buy, what to buy, where, when and how to buy it. This study aims to determine the factors that influence consumer decisions in choosing Indomaret minimarkets and ordinary minimarkets and the most dominant factors that influence consumer decisions in choosing the Indomaret minimarket with ordinary minimarkets in the city of Bengkalis. This type of research is observational. This study uses the method of qualitative analysis, quantitative analysis and perception analysis. The results of this study indicate that consumer decisions that are influenced by the social factors of Indomaret minimarket are personality factors with a value of 3.37 and consumer decisions that are influenced by social factors of Indomaret minimarket are reference group factors with a value of 3.49. From the results of the research that has been obtained it turns out that reference groups, family factors, personality factors influence decisions, the most dominant factors are reference group factors and personality factors. While the lowest factor, namely personality factors 2.69.
Highlights
This study aims to determine the factors that influence consumer decisions in choosing Indomaret minimarkets and ordinary minimarkets and the most dominant factors that influence consumer decisions in choosing the Indomaret minimarket with ordinary minimarkets in the city of Bengkalis
The results of this study indicate that consumer decisions that are influenced by the social factors of Indomaret minimarket are personality factors with a value of 3.37 and consumer decisions that are influenced by social factors of Indomaret minimarket are reference group factors with a value of 3.49
Hingga saat ini kita dapat menemukan di setiap ruang kehadiran miniroad, di samping kebutuhan sehari-hari orang-orang yang menjual produk Indomaret juga mengadakan layanan dan mempekerjakan beberapa, diskon dan promosi menarik masyarakat untuk berkunjung kesana
Summary
Pemasaran merupakan salah satu kegiatan yang dilakukan dalam menghadapi persaingan, perkembangan usaha dan untuk mendapatkan laba, sehingga perusahaan dapat mengembangkan produknya, menetapkan harga, mengadakan promosi dan menditribusikan barang dengan efektif. Minimarket Indomaret sebagaimana diketahui adalah salah satu produk yang semakin lama semakin banyak digemari masyarakat karena dalam kemudahan konsumen untuk berbelanja.
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