FAKTOR–FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN DALAM MEMUTUSKAN MEMBELI AIR MINUM DALAM KEMASAN MEREK AMIA PADA PT AMANAH INSANILLAHIA CABANG PEKANBARU

Abstract

The purpose of this study is : to analyze and explain consumer behavior that influence consumer buying
interest in PT Amanah Insanillahia Amia Pekanbaru branch . While the formulation of this problem is
how to influence consumer behavior towards buying interest or decide to buy bottled water brand Amia
PT Amanah branch Insanillahia Pekanbaru . The methods used are : research locations , types and sources
of data , primary and secondary data , the population in this study include consumer Amia PT Amanah
branch Insanillahia Pekanbaru totaling 37 people. Data collection techniques and analysis of
questionnaires and interviews and quantitative descriptive data . This study concluded that the results of
filling the questionnaire by the respondents of this study which is the consumer , the motivation,
personality , self-concept , knowledge , culture , characteristics , families , groups , technology at PT
Amanah branch Insanillahia Pekanbaru is concluded in the category of agree . Of the nine factors can be
seen that the most dominant factors and variables affect the behavior of konsumenn PT Amanah branch
Insanillahia Pekanbaru is the motivating factor . Therefore, researchers suggest the company will also
need to pay attention to every consumer complaints that the relationship between the customer and the
company can be established and the complaint can be used as an encouragement or motivation and
become better than ever.