PENGARUH FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SUSU BALITA MEREK SGM (STUDI PADA WARGA PERUMAHAN SAWOJAJAR DI KEDUNG KANDANG MALANG)

ANDIKA, PRIMA (2008) PENGARUH FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SUSU BALITA MEREK SGM (STUDI PADA WARGA PERUMAHAN SAWOJAJAR DI KEDUNG KANDANG MALANG). Other thesis, University of Muhammadiyah Malang.

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Abstract

Type of research refers to a survey study in which researcher does observation in the data collection, takes note on the data, analyzes and interprets the data. Research has been conducted upon the inhabitants of Sawojajar Housing in Kedung Kandang Subdistrict, Malang, in the title of “The effect of Social Factor on The Purchasing Decision for SGM Brand Milk for Under-Five Child (Study on Sawojajar Housing in Kedung Kandang, Malang). Research objectives seem about, firstly, understanding the significant effect between social factors involving such variables as reference group, family and its role, and the status of purchasing decision for SGM brand milk for under-five child. Second, the acknowledgement of these variables greatly contributes the purchasing decision for SGM brand milk for under-five child. The research seems expected to benefit the company because it allows the company to get additional information to establish marketing policy based on consumer behavior analysis. The analysis tool in this research considers logistic regression. Taking account the results of research and discussion made already, it may conclude that social factors involving reference group, family and its role, and the status can have significant effect on the purchasing decision for milk for under-five child in the inhabitants of Sawojajar Housing, Kedung Kandang Subdistrict, Malang. Of these social factors, it can be said that the family gives great contribution for purchasing decision for milk for under-five child in the inhabitants of Sawojajar Housing, Kedung Kandang Subdistrict, Malang. Considering this conclusion, research may suggest that the company producer of under-five child milk product should maintain the balancing quality of nutrient and mineral to provide the maximum benefit. If the favorable condition of product comes into realization, hence the information of product benefit spreads toward manifestation. In the smallest environment, the family, such favorable condition affects another member of family to use or to consume the milk product. It becomes evident because the family constitutes the smallest group or substance in the population but its effect remain as the greatest on the purchasing decision for milk product for under-five child. Establishing close relationship between entrepreneur and consumer family to purchase SGM brand milk for under-five child requires the company to plan promotion activity to put the company and the consumer closely related.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 25 Apr 2012 04:21
Last Modified: 25 Apr 2012 04:21
URI: http://eprints.umm.ac.id/id/eprint/2986

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