FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN MEMBELI SEMEN

Abstract

The research is aimed to investigate the factors that influence the consumer’s decision in buying cement. It is hoped that the research could give the contribution to the cement producers in Indonesia, especially PT Semen Baturaja as one of the cement producer in South Sumatera to design their marketing strategies based on the consumer’ needs. The Research used not only secondary but also primary data. The primary data was collected by delivering questionnaire to selected respondens. The questionnaire was delivered to 150 respondens. In addition, likert scale were used in asking responden. Research area are restricted to Palembang.. Purposive sampling was used. It is due to the limitation of time and resources. The result of this reseach shows that there is tied correlation between dependent and independent variables. It can be seen from the value of correlation, namely R 0.946. The research also indicates that promotion and product quality are the dominant variables that influenced the consumer’s buying decision making. It is concluded that product quality and the continuity of the product are main factors that can influence consumers in buying cement. In addition, Baturaja cement become the first choice amaong the other brands.