ANALYSIS OF CONSUMER BEHAVIOR IN IMPROVING PRODUCT PURCHASE DECISIONS AT UD. NIAS BERSAMA
DOI:
https://doi.org/10.47652/metadata.v8i2.1001Keywords:
Consumer Behavior and Purchasing DecisionsAbstract
This study aims to determine how the impact of consumer behavior increases product purchasing decisions at UD. Nias Bersama. The research method used in this study uses qualitative research methods. Collection techniques consist of interviews, observations, and documentation. The results of the study indicate that. Based on the results of the study, consumer behavior has been shown to play an important role in driving purchasing decisions through trust in products, positive emotional experiences, and the attractiveness of prices and promotions, although there are still obstacles in the form of relatively high prices compared to competitors and inconsistent product availability. To overcome these obstacles, UD. Nias Bersama implements a holistic strategy by setting competitive prices, managing product stocks reliably, improving service quality, differentiating, and implementing relevant and targeted promotions. This effort is in line with the concept of value creation and customer satisfaction in modern marketing theory so as to strengthen consumer purchasing decisions.
References
Aldi, et al. (2020). Pengaruh Kualitas Produk dan Harga Terhadap Kepuasan Konsumen di Kedai Kopi Mustafa85 Pandeglang Banten. Angewandte Chemie International Edition, 6(11), 951–952., 13(02), 313–318.
Asti, E., & Ayuningtyas, E. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga Terhadap Kepuasan Konsumen. Ekomabis: Jurnal Ekonomi Manajemen Bisnis, 1(01), 1–14.
Astuti, D. S., & Lutfi, M. (2020). Analisis Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan. Jurnal Ekobis: Ekonomi Bisnis & Manajemen, 9(2), 132–144.
Avianty, V. (2019). Pengaruh Kualitas Pelayanan, Harga, dan Keragaman Produk Terhadap Kepuasan Pelanggan Cafe Stove Syndicale Semarang. Jurnal Ilmu Administrasi Bisnis, 8(2).
Bakti, U., Hairudin, & Alie, M. S. (2020). Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli pada Toko Online Lazada di Bandar Lampung. Jurnal Ekonomi, 22(1), 101–118.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. Harlow: Pearson Education.
Damiati, Masdarini, L., Suriani, M., Adnyawati, N. D. M. S., Marsiti, C. I. R., Widiartini, K., & Angendari, M. D. (2021). Perilaku Konsumen. Widina Bhakti Persada.
Dewi, S. (2020). Pengaruh Harga, Promosi dan Kualitas Pelayanan Terhadap Kepuasan Konsumen di Café Kupi Datu Banjarbaru. E-Prints Uniska, 7(2), 45–65.
Erinawati, F., & Syafarudin, A. (2021). Pengaruh Kualitas Pelayanan, Harga, Promosi Terhadap Keputusan. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan, 1(1), 130–146.
Firmansyah, M. A. (2018). Perilaku Konsumen (Vol. 17). Deepublish.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson Education.
Lestari, A. D., & Hidayat, I. (2019). Pengaruh Kualitas Pelayanan, Harga, dan Kepercayaan Terhadap Kepuasan Pelanggan pada PT. Global Jet Express (J&T) Surabaya. Jurnal Ilmu dan Riset Manajemen, 8(7), 1–19.
Oliver, R. L. (2019). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Simatupang, A. S., Faisal, M., Tjiptadi, D. D., Martono, S., Anggusti, Y. E. M. (2021). Manajemen Perilaku Konsumen dan Loyalitas
Siti, A. A., Albushairi, N., & Huda, A. R. (2023). Perilaku Konsumen: Teori dan Aplikasi pada Riset Pemasaran. GEMILANG: Jurnal Manajemen dan Akuntansi, 3(2).
Thamrin, A., & Tantri, F. (2021). Manajemen Pemasaran. PT Raja Grafindo Persada.
Wahyono, F. S. D. W. G. W. D. (2024). Teori Perilaku Konsumen dan Strategi Pemasaran. PT MAFY Media Literasi Indonesia.
Wulandari, A., & Mulyanto, H. (2024). Keputusan Pembelian Konsumen. Journal GEEJ, 7(2). PT Kimshafi Alung Cipta.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill.
Zusrony, E. (2023). Perilaku Konsumen di Era Modern. Jakarta: Indeks, Yayasan Prima Agus Teknik
