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All Journal Visi Sosial Humaniora Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Arus Jurnal Sosial dan Humaniora Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Ekonomi, Manajemen, Akuntansi
Aferiaman Telaumbanua
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Analisis Perilaku Konsumen dalam Pengambilan Keputusan Pembelian Produk Eiger di Toko Eiger Kota Gunungsitoli Hendriwan Novan Berkat Lase; Yupiter Mendrofa; Aferiaman Telaumbanua; Nanny Artatina Bu’ulolo
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 4 No. 2 (2025): Oktober: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v4i2.6518

Abstract

This research is motivated by the phenomenon of diverse consumer behavior in making purchase decisions for Eiger products at the Eiger Store in Gunungsitoli City, particularly amid the rapid growth of online stores and price competition from general stores such as Mr. DIY. This study aims to identify the factors influencing consumer behavior and to understand the process of purchase decision-making for Eiger products. The method employed is descriptive qualitative, with data collection techniques comprising in-depth interviews, observation, and documentation. The findings indicate that consumer behavior is influenced by internal factors, such as personal motivation and an active lifestyle in outdoor activities, as well as external factors including a strong brand image, high product quality, social recommendations from family and friends, and friendly and informative store service. The results of this study are expected to provide valuable input for store management in formulating more effective marketing strategies to enhance competitiveness in the local market
Co-Authors Aferila Halawa Agus Iman Gea Batee, Setianus Berkat Hidayat Gea Halawa, Olina Haseleli Foni Mendrofa Hendriwan Novan Berkat Lase Hepi Darman Yanto Lase Idarni Harefa Jeliswan Berkat Iman Jaya Gea Jenius Telaumbanua Kurniawan Sarototonafo Zai Maria Magdalena Bate'e Maria Magdalena Batee Martha Surya Dinata Mendrofa Memoris Tafonao Nanny Artatina Bu'ulolo Nanny Artatina Bu’ulolo Nov Elhan Gea Sophia Molinda Kakisina Yupiter Mendrofa Yuterlin Zalukhu