FAKTOR- FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MENGKONSUMSI BERAS ORGANIK ’’LERENG RAUNG’’ DI SUMBERJAMBE JEMBER

NURHALIMAH, NURHALIMAH (2017) FAKTOR- FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MENGKONSUMSI BERAS ORGANIK ’’LERENG RAUNG’’ DI SUMBERJAMBE JEMBER. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aimed to analyze and examine the price variable (X1), product (X2), distribution channels (X3), and promotion (X4), partial effect on consumer behavior (Y1) and to analyze and to test the variable price (X1), product (X2) distribution channels (X3) promotion (X4) and consumer behavior (Y1) partial effect on consumer purchasing decisions (Y2) on the organic rice in Sumberjambe. This study took a 150 respondents as a sample. This research was conducted in the District Sumberjambe, Jember. The data were analyzed using a software (AMOS) Analysis Of Moment Structure by using analysis Structural Equation Model (SEM). The results of this study indicate that the variable distribution channel (X3) significantly affects on consumer behavior (Y1) the price variable (X1) product (X2), and promotion (X4) had no significant effect on consumer behavior (Y1), consumer behavior (Y1) significantly influence on consumer purchasing decisions (Y2) then the price variable (X1) product (X2) distribution channels (X3) and promotion (X4) does not significantly influence on consumer purchasing decisions (Y2) organic rice Lereng Raung Sumberjambe Jember.

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