ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU KONSUMEN TERHADAP PEMBELIAN PRODUK DAGING AYAM OLAHAN BEKU (CHICKEN FROZEN FOOD PRODUCT)

Domestic meat processing industry production grew by an average of 10 to 15 percent. Communities in developing countries, especially Indonesia, began to adopt the pattern of consumption in developed countries, which is consuming the processed meat for daily and fullfill the food needs with processed meat products that are nutritious, hygienic, practical, easy to serve, time saving and easy to get. This is supported by the presence of frozen food products. As more companies develop their business into frozen processed foods, consumers have more choices of chicken nugget product that suits their interest and need. Therefore, it is important for producer of chicken nuggets to recognize their consumer�s behavior. Generally middle-class consumer behavior influenced by a commercial break in the media, lower prices and ease of getting the product. Higher-class consumer�s behavior generally influenced by the taste and nutritional value because of their higher education level. The population in this study is the employee who worked at PT. Lautan Luas Tbk. The samples of this study are 50 people. The sampling technique used was purposive sampling. Type of data used in this study is the primary data and secondary data. Method of data collection is using questionnaires. Analysis technique used is multiple regression with the full method and backward method. The results of the analysis using SPSS is as follows: (1) F-test with full method is 51,007 and significant value of 0,000. F table is 2.579. Variables of lifestyle, price, product, and advertising together significantly influencing the consumer decisions. (2) t-test with the full method for lifestyle variables (3.759) and product variable (4.425) is greater than t table (2.014). Significant value to a lifestyle variable and significant value to the product variable is greater than 0.005. Therefore, lifestyle variable and product variable significantly influence the consumer decisions partially. (3) The results of the F test with a backward method is 105,355, a significant value of 0,000, and F table value is 3.195. Lifestyle and product variables simultaneously are a significant explanatory variable of consumer decisions. (4) The results of the t test with the backward method for lifestyle variable (4,520) and product variable (5,451) is greater than t table (2,012). Significant value to a lifestyle variable and significant value to the products variable is smaller than 0,000. This shows that the lifestyle and product variables partially affect the consumer decision variable