Analisis Faktor Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Teh Celup Bah Butong PTPN IV

Abstract

This research was guided by Mrs. Riantri Barus SP, MSi, MP. as Chairman Supervisory Commission and Mrs. Siti Khadijah H Nasution, SP, MSi. as a member of the Supervisory Commision. Processed products from the agricultural sector are in the form of raw materials for food and beverages that affect the survival of the Indonesian people. One type of processed product from the agricultural sector that is popular and helps in the body's metabolic processes, quenches thirst and maintains a healthy body is tea. One type of tea that Indonesians like to consume is black tea. PT Perkebunan Nusantara IV is a government company that produces black tea and manages 4% of its plantation business. The sampling method done by non-probability sampling with purposive sampling technique. Amount sample study as many as 80 respondents with Roscoe method. The analytical method used is multiple linier regression analysis to determine factors affecting consumers in purchasing. The result from 7 factors: Product, Price, Place, Promotion, Culture, Personal and Psychological showed that there are 3 factors; Product, Place and Personal affecting consumers in purchasing Bah Butong PTPN IV tea bag