Analisis Keputusan Pembelian Konsumen Pada Indomaret Sungai Pakning 57 Kecamatan Bukit Batu

Basri, Novia (2020) Analisis Keputusan Pembelian Konsumen Pada Indomaret Sungai Pakning 57 Kecamatan Bukit Batu. Other thesis, Universitas Islam Riau.

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Abstract

This research is motivated by several phenomena, namely: 1) Consumers prefer to shop at Indomaret because products sold at Indomaret are more neatly arranged and products sold are more complete so that the desired product is easy to find, 2) Consumers who shop at Indomaret are more comfortable because Indomaret provide indoor facilities in the form of air conditioners, toilets and outdoor seating provided and plugs for consumers, 3) Consumers are more interested in shopping at Indomaret because of the many promotions every week, such as discounts on certain products. This study aims to determine and analyze consumer purchasing decisions on Indomaret Sungai Pakning 57 This study uses quantitative descriptive methods. by using a questionnaire as a data collection tool. Data and information were collected using a questionnaire, interviews and documentation of the data and information used as a basis to explain the research variables. The samples in this study were consumers of Indomaret Sungai Pakning 57 in Bukit Batu District as many as 30 people, employees of Indomaret Sungai Pakning 57 in Bukit Batu District as many as 6 people as interview informants. The sampling technique used in this study was purposive sampling technique. Based on the results of the study it can be concluded that consumer purchasing decisions on Indomaret Sungai Pakning 57 consist of the introduction of needs, information search, alternative evaluations, purchasing decisions, and post-purchase behavior. Overall, consumer purchasing decisions at Indomaret Sungai Pakning 57 are quite good, because the average obtained is only 48.67% or at intervals of 34% - 65% (good enough).

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