STUDI DESKRIPTIF PERILAKU KONSUMEN HELM DI SURABAYA
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Abstract
Tujuan penilitian ini adalah untuk mengetahui bagaimana Perilaku Konsumen Helm di Surabaya. Jenis penelitian ini menggunakan 10 elemen perilaku konsumen yang meliputi: What brands they buy, Who is the buyer, Why brand they buy, Who is influence in their buying, Where they buy, When they buy, How they know about the product, How often they buy, How they evaluate it after the purchase, How they dispose after the purchase. Pada penelitian ini menggunakan teknik pengambilan sampel yaitu convenience sampling. Dengan jumlah sampel sebanyak 100 orang responden yang dipilih secara acak sesuai dengan kriteria yang telah ditentukan. Metode pengolahan data yang digunakan dalam penelitian ini adalah distribusi frekuensi, diagram pie, dan tabulasi silang. Pada hasil penelitian ini responden dengan jenis kelamin pria, usia 17-25 tahun, dengan profesi/pekerjaan sebagai mahasiswa yang paling dominan. Jenis helm Half Face dengan corak polos paling diminati. Responden membeli helm pada saat membutuhkan dengan frekuensi pembelian sebanyak 2 kali dalam satu tahun terakhir. Semua responden mengatakan puas dan akan menyimpan/mengkoleksi helm tersebut.
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