Analisis Keputusan Pembelian Kuliner Berdasarkan Teori Kotler (Studi Kasus di Area Kampus Universitas Muhammadiyah Surakarta)

Kiswanto, Muhammad Dedi and -, Dr. Wafrotur Rohmah, MM. (2022) Analisis Keputusan Pembelian Kuliner Berdasarkan Teori Kotler (Studi Kasus di Area Kampus Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the behavior of buyers in culinary purchasing decisions in the Muhammadiyah University of Surakarta campus area. This study uses a qualitative approach. With a case study research design. Data collection techniques are observation techniques, in-depth interviews, and documentation. The validity of the data used in this study used technical triangulation and source triangulation. Data analysis techniques include data collection, data reduction, data presentation and drawing conclusions. Research resource persons are culinary buyers. The results of the study indicate that there are factors that characterize consumer behavior, namely cultural factors consisting of culture, sub-culture and social class. Social factors consist of reference groups, family and status roles. Personal factors consist of age and life cycle stage, occupation, economic situation, lifestyle, and self-concept. Psychological factors consisting of motivation, perception, and the learning process. These factors influence consumers in the culinary purchase decision-making process.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Culture, Social, Personal, Psychology and Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > LC Special aspects of education > LC5221 Sports Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	MUHAMMAD DEDI KISWANTO
Date Deposited:	21 Jul 2022 02:36
Last Modified:	21 Sep 2022 07:37
URI:	http://eprints.ums.ac.id/id/eprint/101664

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