The Effect of Consumer Behavior on Consumer’s Interest to Buy Products Mr. Beta Pomade in UMKM in South Oesapa Village
- DOI
- 10.2991/aebmr.k.211124.097How to use a DOI?
- Keywords
- Buying interest; Consumer behavior; Micro; small and medium enterprises
- Abstract
Pomade has evolved into a way of life for certain men because it is a cosmetic product that is used to enhance the appearance of males. In Kupang City, there have been numerous micro, small, and medium-sized enterprises (MSMEs) and Pomade supply stores, one of which is the MSMEs Mr. BETA Pomade in South Oesapa Village, another of which is the MSMEs Mr. BETA Pomade in South Oesapa Village. The subject of this study is Mr. BETA Pomade, a micro, small, and medium-sized firm in Oesapa Selatan Village, Kupang City, which is the subject of this study. Mr. BETA Pomade products in South Oesapa Village were investigated for the objective of determining the impact of customer behavior on consumer interest in Mr. BETA Pomade products. The quantitative research methods that were employed in this study are described below. UMKM South Oesapa Village is the target audience for this study, which includes Mr. BETA Pomade customers. The number of participants in this study totaled 100 individuals. The assumption test, multiple regression test, the t test, the f test, and the coefficient of determination test were all employed in the data analysis. After analyzing the collected research data, the partial test results reveal that the Consumer Behavior variable, which is represented by Cultural factors, Social factors, and Personal factors, has no significant impact on consumers’ purchasing interest in Mr. BETA Pomade products in UMKM in South Oesapa Village, whereas psychological factors have a significant impact on consumers’ purchasing interest in micro, small, and medium-sized enterprises in South Oesapa Village. The results of a simultaneous test show that consumer behavior variables in the form of cultural factors, social factors, individual characteristics (such as gender and age), as well as psychological characteristics, have a statistically significant impact on consumer interest in Mr. BETA Pomade in UMKM South Oesapa Village.
- Copyright
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Muhammad Nur Uran AU - Ronald P.C. Fanggidae AU - Antonio E.L. Nyoko PY - 2021 DA - 2021/11/25 TI - The Effect of Consumer Behavior on Consumer’s Interest to Buy Products Mr. Beta Pomade in UMKM in South Oesapa Village BT - Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021) PB - Atlantis Press SP - 673 EP - 677 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.211124.097 DO - 10.2991/aebmr.k.211124.097 ID - Uran2021 ER -