Analisis Faktor-Faktor yang Mempengaruhi Perilaku Konsumen dalam Pembelian Produk PT. Aseli Dagadu Djokdja

Abstract

This study discussed about the effect ofmarketing mix on consumer behaviour in PT. Aseli Dagadu Djokdja. It aimed to analyze (I) the extent to which marketing mix's factors including price, product quality, service, place, and promotion effected on the consumer behaviour (gender, age, occupation and consumer's education) in PT. Aseli Dagadu Djokdja and (2) To analyze which marketing mix's factors effecting strongly on consumer behaviour. Based on the result of Chi-Square analysis and Coefficient Contigency, collectively the variable's marketing mix effected on consumer behaviour. From the result it was suggested that PT. Aseli Dagadu Djokdja should consider the factors especially the quality productfactors.