Analysis of Consumer Decision In Buying Bigtoz at Surabaya

Wongso, Valentino (2016) Analysis of Consumer Decision In Buying Bigtoz at Surabaya. Skripsi thesis, Universitas Widya Kartika.

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Abstract

Food is a huge thing for people, we live this world to fulfill our stomach even with snacks. Snack is something many people like including kids, teenager, and adults. The object of this research is a snack called Bigtoz with only price Rp. 500,- make Bigtoz rule the low market. In this study, the researcher used Factorial Analysis Method with 125 respondents, and using a questionnaire instrument. The results of this study is the presence a new of seven factors that is be considered in purchasing decisions Bigtoz in Surabaya, those are Psychology, Satisfaction, Quality, Innovation, Brand, Promotion and Services, and Price. Researcher gave some suggestions relating to 7 of these factors, one of them is innovation. Bigtoz should give more new innovations because if we use same innovation in long term will make consumer reach highest saturation point. We must avoid that point and prepare for better strategies to keep our market high.

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