PENGARUH PENDAPATAN, HARGA DAN MEREK (BIMOLI DAN FILMA ) TERHADAP JUMLAH MINYAK GORENG YANG DIBELI (Studi Kasus : Ibu- ibu Rumah Tangga Kecamatan Kuala Simpang )
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Abstract
Penelitian ini bertujuan untuk menganalisis faktor – faktor yang mempengaruhi perilaku konsumen dalam pembelian minyak goreng bermerek, Penggunaan variable-variabel tersebut berdasarkan hasil penelitian terdahulu, yaitu Farah Zakia, Safrida (2017), Lailatun Najmi Dalimunthe (2012), dan Faoeza (2009). Penelitian ini dilakukan di Kecamatan Kota Kuala Simpang, responden yang digunakan sebanyak 100 ibu- ibu rumah tangga. Adapun alat uji yang digunakan dalam penelitian ini adalah dengan regresi linier berganda dengan menggunakan perangkat lunak SPSS 17. Hasil penelitian menunjukan bahwa secara simultan pendapatan per bulan, harga, merk (bimoli), dan merk (filma) berpengaruh signifikan terhadap Keputusan pembelian, dan secara parsial pendapatan per bulan memiliki pengaruh positif signifikan terhadap keputusan pembelian, harga memiliki pengaruh negatif tidak signifikan terhadap keputusan pembelian, merk (bimoli) memiliki pengaruh positif signifikan dan merk (filma) memiliki pengaruh negatif tidak signifikan terhadap keputusan pembelian.
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