Analisis Faktor-Faktor Yang Memengaruhi Perilaku Konsumen Dalam Membeli Produk Oriflame Pada PT. Orindo Alam Ayu Cabang Pekanbaru

Consumer behavior is an individual activity that is directly involved in evaluating, obtaining, using of goods and services, and also included in to decision-making processes that precede and follow the action. Decisions of a consumer to make a purchase of a product, both goods and services, is to meet the needs and desires that are not only influenced by the type of products, the level of education and income of the consumers, but also influenced by cultural factors, social factors, personal factors, and psychological factors. The research was conducted at PT. Natural Orindo Ayu (Oriflame) Pekanbaru branch, the respondents in this study were 122 people. The sampling techniques used in this research were census and accidental sampling technique meaning that anything or anyone who happened to meet the author will be sampled. The types and sources of data collected included primary data and secondary data. Primary data is the raw data that needs to be reprocessed, which is taken directly from the object of research, in this case the respondent, or obtained directly from the original source in the form of a questionnaire. While the Secondary Data is data and information as well as information from relevant employees with respect to this research. To obtain valid data and information, data collection techniques used were questionnaires and interviews. This study is qualitative descriptive analysis, which describes the data that has been gathered, after the data obtained and then grouped according to the type and form of data in tabular form with the explanation. This study aims to find the factors that influence consumer behavior in buying Oriflame products at PT. Natural Orindo Ayu Branch PekanBaru. Key Words : Consumer behavior, a purchase of a produc