PENGARUH PROMOSI DAN PENGEMBANGAN PRODUK TERHADAP PERILAKU PADA KONSUMEN ENERGEN DI KECAMATAN BEJI DEPOK JAWA BARAT

Abstract

This study aims to examine and analyze the effect of promotion and product development on Energen consumer behavior in Beji District, Depok, West Java. This research is a cross sectional study with a quantitative approach. It consists of independent variables of promotion and product development, and dependent variable of consumer behavior. The research population was all Energen consumers in Beji District, Depok. The research sample consisted of 75 respondents who were selected using a simple random sampling technique. Data analysis was performed using multiple linear regression method. The results showed that 1) promotion has a positive and significant influence on consumer behavior of Energen in Beji Depok; 2) product development has a positive and significant influence on consumer behavior of Energen in Beji Depok; and 3) simultaneously promotion and product development have a positive and significant influence on consumer behavior Energen in Beji Depok. An R Square (R2) value of 0.537 or 53.7% indicates that promotion and product development is able to influence consumer behavior by 53.7%, while the remaining 46.3% is the influence of other factors outside the study.