FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM BERBELANJA DI TULIP SWALAYAN BANJARMASIN

Abstract

The aim of this research is to investigate the effects of product, price, promotian , and distribution to consumer’s behaviour in shopping at Tulip Swalayan Banjarmasin. The result indicates that simultaneously the variables of product, price, promotion and distribution affect the consumer’s behaviour. The four independent variables are able to explain the devendent variable amount of 64.6%, while remains 35.4% is explained by other variables. But partially, only the variable of product, price, and promotion affect the consumer’s behaviour. The variable of price is more dominantly affect the consumer’s behaviour than any other variables. According to the result of this research, Tulip Swalayan Banjarmasin should also focus not only on the price  but also on the other aspects. In this case, the company should consider the appropriate price by focusing on the cost, the profit, competition, and the changes of the market. The company also necessary to conduct the market research to determine the best price for its consumers.