Faktor-Faktor Perilaku Konsumen yang Memengaruhi Keputusan Pembelian Konsumen Restoran/cafe melalui Stimulus "50% Discount" di Bandung
Daftar Isi:
- This study aimed to determine the factors that most influence consumer behavior to the purchasing decision. Several factors were observed consumer behavior is social factors, personal factors, psychological factors, and cultural factors. Looking at business conditions restaurant/cafe which was not counted again in Bandung, a businessman restaurant/cafe needs to determine appropriate promotional strategy is to choose “50% Discount” promotion. Use promotion “50% Discount” for food and beverage prices were considered very attractive for consumers. In addition, the use of marketing strategies with “50% Discount” is expected to be a stimulus to the purchase decision, so the result can be seen that the extent to which promotions are determined to work effectively. The results obtained from 320 respondents indicated that social factors, personal factors, psychological factors, and cultural factors have a positive and significant impact on purchase decision.