PERILAKU KONSUMEN DALAM PEMBELIAN TAK TERENCANA PADA OUTLET ROTI KACANG RAJAWALI KHAS KOTA PEMATANG SIANTAR
Keywords:
Perilaku Konsumen, dan Pembelian Tak TerencanaAbstract
Penelitian Ini Bertujuan Untuk Mengetahui Bagaimana PERILAKU KONSUMEN DALAM PEMBELIAN TAK TERENCANA PADA OUTLET ROTI KACANG RAJAWALI KHAS KOTA PEMATANG SIANTAR. Dibawah Bimbingan Bapak Sarwoto , SE, M.M, Dan Ibu Dr.Imelda Mardayanti, SH., M,Kn Jenis penelitian ini adalah penelitian Kualitatif dan hasil penelitian menunjukkan bahwa (1) Dalam periode penjualan yang dilakukan bisa mengahasilkan 6-8 kotak roti kacang perhari tergantung situasi dan kondisi yang ada dan kemungkinan bisa lebih jika pada hari besar dan pabrik nya tutup sehingga menjadi keuntungan bagi pihak pengecer seperti kak rina.Selain dengan melakukan penjualan langsung di pinggiran kota pihak kak Rina juga memanfaatkan beberapa perluasan pemasaran seperti media sosial sebagai media promosi yang juga saat ini digunakan. Dan memiliki nilai yang cukup positif bagi peningkatan penjualan. Kendala penjualan yakni dampak dari pembatasan sosial yang ada dan diterapkan oleh pemerintah di masa psbb kemarin membuat proses penjualan produk roti Kcang Rajawali di oulet kak Rina Pematang Siantar mengalami penurunan penjualan sebelumnya. Dimana konsumen tidak dapat melakukan pembelian langsung ke lokasi. Faktor pribadi menjadi salah satu faktor yang sangat dominan dalam perilaku pembelian tak terencana konsumen dalam melakukan pembelian roti kacang rajawali. Dan dipastikan faktor budaya dan juga faktor sosial belum bisa menjadi penentu seseorang bisa melakukan pembelian.Proses penjualan yang dilakukan beberapa pengecer di sekitar wilayah perkotaan Pematang Siantar yang menjual produk Roti kacang secara langsung menjadi daya tarik yang dilihat konsumen yang tertarik melakukan pembelian yang tidak direncanakan oleh konsumen itu sendiri
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