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Judul: Faktor-Faktor yang Mempengaruhi Perilaku Konsumen Dalam Pembelian Produk Olahan Sagu (Studi Kasus Pada Toko Sagu di Kota Ambon) Provinsi Maluku
Penulis: Hasni Patta, Martha Turukay & Weldelmina B. Parera  || email:
Jurnal: Agrilan Vol. 1 no. 3 - hal. 14-25 Tahun 2013  [ Pertanian ]
Keywords:  Price, Quality, Promotion, Sago
Abstract: The excessive development of industry sector in Maluku particularly in Ambon City, will cause good impact for people in Ambon City, in this case the processed sago products with varieties of products.This study aims to find out factors affecting consumer behavior consumer behavior in purchasing of processed sago products in Ambon City and which factors that have dominant influence on consumer behavior in purchasing processed sago products in Ambon city. Sample (incidental sampling) is of 60 respondents (10%) of the maximum number of customers who came to purchase processed sago products in Ambon City. The results showed that decision-making in purchasing processed sago products had the highest percentage in moderate category as many as 25 respondents (41.67%). Based on the results of multiple linear regression analysis, factors influenced consumer behavior were education, income, price, quality, promotion, and motivation with real effect on consumer behavior by 80 percent.
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