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Factors Affecting Consumer Behavior In Purchasing Decision Top Coffee Products In Pujer Sub district BondowosoFitria Feby N1), Ratih Puspitorini Y.A.,SE.MM2)
ABSTRACT


This research is motivated by the increasingly tight business competition in instant coffee powder business. The location determination of this study is based on several considerations such as the level of consumption with aquite high demand in the Pujer sub districtbondowoso regency. The research activities were conducted from August2017 to March 2018. The tight business competition causes the emergence of various instant coffee brands and instant coffee types, so consumers should be more selective in deciding their purchase. This study aims to examine and analyze the effect of product, price, promotion of purchasing decision of top coffee product in pujer sub district bondowoaso. The populationin this study were all top coffee consumers in Pujer sub district bondowoso, 40 respondents are taken as sample with incidental sampling method. Then the data obtained was analyzed by using multiple linear regression assisted byspss 21.00, the test results simultaneously can be concluded that the product, price, promotion have positive and significant effect on purchasing decision and the most dominant variable is promotion.

Keywords: Consumer Decision, Product, Price, Promotion, Top coffee


1. Student of State Polytechnic of Jember, Department of Agribusiness Management, Agroindustry ManagementStudy Program
2. Lecturer of State Polytechnic of Jember, Department of Agribusiness Management, Agroindustry ManagementStudy Program