MODEL KOMBINASI PERILAKU KEPUTUSAN KONSUMEN UNTUK MEMBELI MOTIF PRODUK INDUSTRI KERAJINAN (Studi Kasus Galery Tapis Bandar Lampung)

Abstract

The role of marketing is very important for the company, in order to distribute the products produced by the company to consumers. To sale a product, a proper marketing strategy is required, because without a good marketing strategy, the product will not reach maximum market target, and tend to cause loss of company. there are so many kind of products in lampung, such as Sulam Usus, Tapestry, Tapestry kopyah, Carving (Elephant and Wall Decoration), Batik Lampung and Souvenir (Beads Sequins / a versatile box, beads and Keychain). The purpose of this research is to determine / calculate the effect of the combination of products Tapis Inuh simultaneously and partially on consumer behavior.
The method in this research using primary data and secondary data, with data collection technique by library research and field research by interviews and documentation. analysis tools is quantitative analysis type multiple linear regression.
The result of data analysis and hypothesis test is that there is a positive effect between the model and the type of material on consumer behavior in the Tapestry Gallery Helau in Bandar Lampung.Overall the model (X1) and the type of material (X2) have positive and significant impact on consumer behavior in the Tapestry Gallery Helau. The magnitude of the effect of model (X1) and the type of material (X2) on consumer behavior (Y) can be determined from the magnitude of the coefficient of multiple determination (R2) of 0.979 or 97.9%, consumer behavior is influenced by the model and the type of material. While the rest (100% - 97.9%) = 2.1%, consumer behavior is influenced by other factors besides the two independent variables above.

Keywords : motif combination product, consumer behavior