INFLUENCE OF PRODUCT VARIATION, CONSUMING CULTURE, AND REFERENCE GROUP ON CONSUMER BEHAVIOR OF RAJA KEBAB PRODUCTS RANTAUPRAPAT

January Mendrofa, NPM 2001103157 (2023) INFLUENCE OF PRODUCT VARIATION, CONSUMING CULTURE, AND REFERENCE GROUP ON CONSUMER BEHAVIOR OF RAJA KEBAB PRODUCTS RANTAUPRAPAT. Tugas_ Akhir (Artikel) : Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6 (3). pp. 2880-2892. ISSN 2621-606X (e-ISSN)

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Abstract

From the results of this study, it can be concluded that this study aims to look at the involvement of the variables analyzed and see how much influence product variations, consumption culture, and reference groups have on consumer behavior in consuming Raja Kebab Rantauprapat products. In this study, researchers used quantitative research methods, The population in this study were buyers of Raja Kebab Rantauprapat products, namely as many as 50 people. The data in this study were processed using the SPSS 24 application with multiple linear regression tests. The results showed that partially or by T-test the variable Product Variation has a positive and significant effect on consumer behavior, this can be seen from T count 6.535 > T table 2.012 with a sig value of 0.000 < 0.05. The consumption culture variable has a positive and significant effect on consumer behavior, this can be seen from T count 8.437 > T table 2.012 with a sig value of 0.000 < 0.05. The Reference Group variable has a positive and significant effect on consumer behavior, this can be seen from T count 7.218 > T table 2.012 with a sig value of 0.000 2.47 F table with a sig value of 0.000 < 0.05. Keywords : Product Variation, Consumptive Culture, Reference Group, Consumer Behavior

Item Type: Article
Uncontrolled Keywords: Product Variation, Consumptive Culture, Reference Group, Consumer Behavior
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with email repository@ulb.ac.id
Date Deposited: 08 Nov 2023 07:09
Last Modified: 08 Nov 2023 07:09
URI: http://repository.ulb.ac.id/id/eprint/479

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