ANALISIS PERILAKU PEMBELI PADA APLIKASI PEMBELIAN MAKANAN SECARA ONLINE DI SURABAYA
ANALYSIS OF BUYER BEHAVIOR IN THE ONLINE FOOD PURCHASE APPLICATION IN SURABAYA
Nama : Ragil Ruth Triihar Prilica
NIM : 19080324002
Program Studi : Pendidikan Tata Niaga
Fakultas : Ekonomika dan Bisnis
Pembimbing : Finisica Dwijayati Patrikha, S.Pd., M.Pd.
Masyarakat semakin terbiasa dengan kemudahan memesan makanan melalui aplikasi, sehingga penggunaan jasa yang sejenis yaitu aplikasi pesan antar makanan diperkirakan akan terus meningkat. Terdapat model perilaku konsumen dalam pengambilan keputusan pembelian terhadap produk yaitu marketing mix (bauran pemasaran) 7P (product, price, place, promotion, people, physical evidence, dan process) dan terdapat 4 faktor yang mempengaruhi perilaku konsumen faktor budaya, faktor sosial, faktor pribadi, faktor psikologis. Tujuan penelitian ini untuk mengetahui faktor-faktor perilaku konsumen dan faktor dominan dalam pembelian makanan/minuman melalui aplikasi di kota Surabaya Teknik analisis yang digunakan menggunakan statistik deskriptif dan analisis faktor. Hasil dari uji analisis faktor terbentuk 8 faktor yaitu produk (product), motivasi, harga (price), bukti fisik (physical evidence), promosi (promotion), profesionalisme, proses (process), budaya. Faktor dominan adalah faktor produk (product) karena memiliki nilai eigen yang paling tinggi.
Kata Kunci: Perilaku konsumen, Bauran pemasaran, analisis faktor, keputusan pembelian.
Name : Ragil Ruth Triihar Prilica
Study Program : S1 Business Education
Faculty : Economics and Business
Advisor : Finisica Dwijayati Patrikha, S.Pd., M.Pd.
People are increasingly accustomed to the convenience of ordering food through applications, so the use of similar services, namely food delivery applications, is expected to continue to increase. There is a model of consumer behavior in making purchasing decisions on products, namely the 7P marketing mix (product, price, place, promotion, people, physical evidence, and process) and there are 4 factors that influence consumer behavior cultural factors, social factors, personal factors, psychological factors. The purpose of this study was to determine the factors of consumer behavior and the dominant factors in purchasing food / drinks through applications in the city of Surabaya The analysis technique used used descriptive statistics and factor analysis. The results of the factor analysis test formed 8 factors, namely product (product), motivation, price (price), physical evidence (physical evidence), promotion (promotion), professionalism, process (process), culture. The dominant factor is the product factor because it has the highest eigenvalue.
Keywords: Consumer behavior, marketing mix, factor analysis, purchasing decisions.