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ANALISIS PROSES KEPUTUSAN DALAM PEMBELIAN MINUMAN ISOTONIK DI KOTA MALANG

ANTONI, ANTONI (2011) ANALISIS PROSES KEPUTUSAN DALAM PEMBELIAN MINUMAN ISOTONIK DI KOTA MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

The type of this research is descriptive research, where researchers conducted the data collection via questionnaires, researchers recorded data obtained from questionnaires were collected and described in table form and then analyzed and interpreted. This study entitled "Analysis of Decision Process in Purchasing Isotonic Drinks in Malang City". The purpose of this study was to determine the purchase decision process in isotonic drinks in the city of Malang. The variables in this study is the introduction of needs, information search, alternative evaluation, purchase decision, post-purchase behavior. Brands used in this study is Pocari Sweat, Mizone, Vitazone, and Powerade Isotonic. This is because those brands are brands that have a large market share . The research was conducted in Malang to the respondents who had consumed isotonic drinks. Samples taken in this study amounted to 100 people by using sampling techniques convinience. This research using descriptive statistical analysis tools. This watchfull From the descriptive analysis has been done, the results obtained: at this stage of the introduction of needs, consumers express their preferences for a drink of tea as a beverage type most often consumed in addition to the main water or mineral water, as well as select benefits as the main reason respondents are interested in consuming a beverage. In search of information, consumers feel the need, with information about isotonic drinks and had been satisfied with the information obtained. Sources of information that respondents are most preferred television. In addition, the most sought after information is on the benefits of isotonic drinks. In the alternative evaluation stage, consumers select advertising as a medium that is used as a means of evaluating and benefits of being the factor most considered. At stage purchase decision, consumers choose the brand of Pocari Sweat and consume isotonic drinks at the time of completion or after the activity, and chose a medium-size (500 ml). At this stage of post-purchase behavior, the majority of respondents compared with similar brands, they were satisfied with the brand of choice, then make a purchase again and recommend it to others to choose the brand of his choice. Keywords: Buying Decision Process, Isotonic Drinks

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 11 Nov 2015 07:59
Last Modified: 11 Nov 2015 07:59
URI : http://eprints.umm.ac.id/id/eprint/19165

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