KAJIAN PERILAKU KONSUMEN DALAM PEMBELIAN AIR MINUM KEMASAN MEREK NARMADA (Studi Kasus Pada Mahasiswa Program Studi Manajemen UNDIKMA)

Abstract

The purpose of this study is to determine consumer behavior consisting of cultural, social, personal and psychological factors affecting drinking water purchase decisions and which variables are the most dominant influence on the decisions of buyers of Narmada brand bottled water. The results in this study prove that cultural variables have a significance value of 0.841 > 0.05, so it concludes that cultural variables have a positive but not significant effect on buyer decision variables. Social variables have a significance value of 0.000 < 0.05, so it concludes that social variables have a positive and significant effect on the Buyer Decision variable. Personal variables have a significance value of 0.01 < 0.05, so it concludes that personal variables have a positive and significant effect on buyer decision variables. Psychological variables have a significance value of 0.01 < 0.05, so it concludes that psychological variables have a positive and significant effect on buyer decision variables. Psychological variables have a significance value of 0.01 < 0.05, so it concludes that psychological variables have a positive and significant effect on buyer decision variables. The most dominant influential variables are personal factors and psychological factors are factors related to behavioral problems / attitudes of a person (mental) in deciding to buy water including Narmada brand drinking water. It is proven that Psychological Variables have a significance value of 0.01 < 0.05, so it concludes that psychological variables have a positive and significant effect on buyer decision variables.