Analisis Perilaku Konsumen Terhadap Makanan Jepang Ichi Ramen Di Jalan Rawamangun Tangkerang Labuai Bukit Raya Pekanbaru

Pionirintha, Patricia Happy (2019) Analisis Perilaku Konsumen Terhadap Makanan Jepang Ichi Ramen Di Jalan Rawamangun Tangkerang Labuai Bukit Raya Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to know and analyze consumer behavior towards Japanese food Ichi Ramen on Jalan Rawamangun Pekanbaru. The research method used was descriptive quantitative method, and the data analysis technique used was descriptive analysis. The data collection instruments in the form of questionnaires with research samples were consumers who purchased on Ichi Ramen Warung on Jalan Rawamangun Pekanbaru with the number of respondents 99 people. The results of the study showed that Warung Ichi Ramen on Jalan Rawamangun has not been able to pay attention to consumer behavior well in setting the right marketing strategy for its business.Based on the responses of respondents as a whole to the variables of Consumer Behavior with an overall average number of 3.10, which indicates that the respondent's response to the overall Consumer Behavior variable on Warung Ichi Ramen on Jalan Rawamangun Pekanbaru is in the category of Fairly Agree. Consumer behavior towards buying Japanese food Ichi Ramen on Jalan Rawamangun Tangkerang Labuai Bukit Raya Pekanbaru is influenced by cultural factors, social factors, personal factors, and psychological factors. The most dominant factor influencing is psychological factors.

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