PENGAMBILAN KEPUTUSAN KONSUMEN DALAM MEMILIH TEMPAT BERBELANJA DI KECAMATAN MALALAYANG KOTA MANADO

Abstract

ABSTRACK
Tri Kristono, Consumer Decision Making in Choosing Where to
Shop in District Malalayang Manado City (under the guidance of
V. Ventje Rantung as chairman, Jenny Baroleh and Rine Kaunang
as a ember).
The purpose of research is to know how the decision making process of
consumers in choosing where to shop in District Malalayang Manado City, and
want to know the place where the most dominant shopping visited by Malalayang
public.
Data collected for three months, since of January until of March 2015.
Primary data obtained directly through in-depth interviews based on a
questionnaire that give to consumers (public Malalayang). Secondary data
obtained through agencies associated with this research.  Samples by accidental
sampling technique with respondents as many as 180 customers. The analysis is
qualitative analysis.
The results showed that the consumer decision in choosing where to shop
be some factor that is affected by the quality, convenience, price, service,
distance, income, and prestige. Consumer decision-making process starts from the
introduction of needs, information search, evaluation of alternatives and decision
selector. Prestige factor is the biggest factor affected consumers in making
decisions. And the dominant place visited by people Malalayang is Freshmart
superstore