Alexandra, Yoanita and Munawaroh, Munawaroh (2014) Analysis of Marketing and Other Stimuli Factors Towards Consumer Behavior in the Purchase of Kopitiam Restaurants Products in Serpong Area. Bachelor thesis, Swiss German University.

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Abstract

Consumer behavior is regarded as an important tool for an organization; it can help an organization develop their products or brands in a right path. It also helps an organization keep their customer satisfied by knowing more their needs and wants (Lantos, 2011). This research tries to determine factors that influencing the most to the consumer behavior in the purchase of Kopitiam restaurants products in Serpong area. This thesis focuses on surveys of selected Kopitiam restaurants in Serpong, Tangerang, Indonesia. Thus, the research method used a quantitative research. It was supported with primary data from a questionnaire using Likert scale that was collected from 125 respondents that already experienced eating out in Kopitiam restaurants in Serpong area. The secondary data was gathered from journals, books, and other sources. As the results, it is found that Distribution or Place has the highest influence to marketing and other stimuli factors, Motivation has the highest influence to consumer psychology factors, and Culture has the highest influence to consumer characteristic factors. It is expected that this study could lead people who run their business especially Kopitiam to have a better improvement.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Consumer Behavior, Marketing and Other Stimuli Factors, Consumer Psychology Factors, Consumer Characteristic Factors, Kopitiam
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing) N Fine Arts > NA Architecture > NA7855 Restaurants T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:51
Last Modified:	22 Jul 2021 15:51
URI:	http://repository.sgu.ac.id/id/eprint/2105

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