Analisis faktor-faktor yang mempengaruhi keputusan pembelian ekstrak kulit manggis garcia

Consumers are faced with various types of product choices offered by each company to meet the needs and wants of consumers. Many factors influence a consumer's decision to make a choice. The variety of factors and the character of each individual is different, it is interesting in conducting consumer behavior research on a product. Consumer behavior in purchasing decisions is one of the goals achieved by marketers or companies. Purchasing decision phase is the end result of the impact of internal and external factors that can affect consumer behavior toward a product. PT Zena Nirmala Pratama is one of the players in traditional medicine industry. The marketed product is extract from mangosteen peel which is packed in capsule form which is bottled. So the approach to the consumer is the key to success for the company in maintaining and expanding market share. This study aims to determine the characteristics of consumers, the process in purchasing decisions (consumption), consumer consumption patterns, factors that affect (marketing mix, attitude, knowledge, motivation, reference group) consumer behavior, and managerial implications better for the company. Research conducted nationally in Indonesia. Sampling technique used is quota sampling, with 492 respondents who have made purchases Garcia products in the last 3 (three) months of research conducted and aged minimum 17 years. The analytical tool used is descriptive analysis and SEM (Structural Equation Modeling) based on covariance with software Lisrel 8.8. Based on the results of descriptive analysis, the majority of consumers who buy are women, Islam, aged 36-53 years, as housewife (IRT), the average expenditure of Rp 1,000,000 - 2,000,000 for food and non food. Consumer purchasing decision process in general at every stage that is, 1) Knowledge needs: consumers have reason and hope to the product is to maintain health; 2) Information search: information obtained by consumers is sourced from friends and focuses attention on product benefits; 3) Alternative evaluation: the consumer considers the benefit attribute, the quality of the product seen from the natural ingredients, looking elsewhere if the product is not available, and the similar brand known to the consumer is Mastin; 4) Purchase decision: the consumer buys the product because of his own and planned wishes; 5) Post-purchase evaluation: the consumer is satisfied and will buy back, keep buying even though the product is experiencing price increases, and advise others to buy the product because of perceived benefits. Then, consumption patterns, the usual place to buy is in Garcia's official agent, every purchase of 1 bottle, and the product is consumed by itself. Consumers spend 1 (one) bottle for a month with consumption per day as much as 2 capsule. The result of SEM analysis shows that marketing mix variables, knowledge, and reference group have positive and significant influence on purchasing decision except attitude and motivation. Marketing mix variables are the most dominant factor. Recommendations of managerial implications that are more emphasized to marketers (the company) is the side of the place (distribution) and promotion. Garcia's product distribution needs to open an online store in addition to a physical store (authorized dealer). Promotion Garcia products need to empower its official agent to conduct health socialization activities related to the benefits of mangosteen skin in the community. As well as the official agent reported the consumer database to head office