Tampubolon, Jumiati Br. (2026) Faktor Dominan Yang Menentukan Pembelian Ayam Geprek Bento Di Kecamatan Bukit Raya Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Consumer decisions are the processes consumers go through in selecting, purchasing, and using a product to meet their needs and desires. This study aims to analyze (1) Characteristics of consumers, traders and business profile of Ayam Geprek Bento in Bukit Raya District, Pekanbaru City, Riau Province. (2) Factors That determine consumer decisions in purchasing Ayam Geprek Bento products in Bukit Raya District, Pekanbaru City, Riau Province. (3) Marketing strategy of Ayam Geprek Bento business in Bukit Raya District, Pekanbaru City, Riau Province. The method used in this study is a survey method, located in Bikit Raya District Pekanbaru City, Riau Province, this location was chosen because the location of Ayam Geprek Bento business is one of the places that has great pontential in opening a geprek chicken business, the sampling technigue, the respondents of this study were 65 soul. The types of data used are primary and secondary data. The analysis used is descriptive analysis and factor analysis. Based on the research results it is known that (1) characteristcs of Bento Geprek Chicken Consumers are mostly women (63.07%). The average age of consumers is 22.23 years, with an average education of 12.26 years. Most consumers are students or college students, as many as 84.61%, with an average income of Rp.2, 347, 692. Characteristic of entrepreneurs Geprek Bento Chicken traders with an age of 40 years, high school education, with an income of Rp. 5,000,000 – Rp. 6,000,000 per month. Buciness with its own capital sources and 2 workers. (2) The factors that determine consumer decisions bento geprek chicken, namely 34.178%, are formed by 1 faktor consisting of 6 variabels, namely durability, affordability of geprek chicken, distance of the kiosk from the house, fish/banner, cleanliness of the kiosk, and adequate facilities. (3) The marketing strategy implemented prioritizes the factors that most determine consumer purchasing decisions, pays attention to the quality of the products sold, cerries out promotions and sets competitive prices with similar products and offers produc packages at lower prices, chooses strategic locations, provides good service and provides a sense of comfort to consumers while maintaining good kiosk cleanliness.

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