Analisis faktor-faktor yang mempengaruhi perilaku konsumen supermarket di kota Malang.

The purpose of this research are, firstly, to recognize the effect of education level, income level, services, price, promotion, and location to the supermarket consumer behavior at Malang city. Secondly, this research also to identify which dominantly effect to the consumer behavior by purposive sampling technique, the number of research samples are 96 respondents. They shop for themselves and others for their family as well. The research result show that education level, income level, services, price, promotion and location, in fact, effect to the consumer behavior. However, income level has a strong effect and services are the weak one. Therefore, the hypothesis that said the service level has strong effect to the consumer behavior, in fact, not true