Consumer Behavior towards Buying Decision of Marlboro Cigarette ln Padang City

PERMANA, FAJAR BAGUS (2008) Consumer Behavior towards Buying Decision of Marlboro Cigarette ln Padang City. Other thesis, FAKULTAS EKONOMI.

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Abstract

This research aims at examining empirically the impact of consumer behavior factors on buying decision of Marlboro cigarette in Padang city. The sample of the research is the person who consume or ever consume Marlboro cigarette which used 100 samples. The research uses primary data and secondary data. primary data is collected by doing questionnaires distribution. Whereas secondary data is gathered from literature review. Dependent variables in this research is buying decision of Marlboro cigarette, product comparison, decision making and repurchasing as intervening variables. Whereas consumer behavior factors as independentvariable. SPSS program application is used to analyze the data. The analysis of proposed model has met all goodness of fit indicator requirement, so that can be accepted as research model. Specifically, the research found some supported and unsupported foundings of proposed hypothesis. First, personal factors have revealed has insignificant contrary influence on buying decision of Marlboro cigarette. Second, psychological factors have revealed has positive weak influence bn buying decision of Marlboro cigarette. Third, cultural factors have revealed has insignificant contrary influence on buying decision of Marlboro cigarette. Fourth, social factors have revealed has significant and positive influence on buying decision of Marlboro Cigarette. Fifth, consumer behavior as a whole has revealed has positive influence on buying decision of Marlboro cigarette.

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