THE INFLUENCE OF BEHAVIOR AND PSYCHOGRAPHIC TOWARD CONSUMER BUYING BEHAVIOR: A CASE STUDY OF COCA-COLA IN JABABEKA

Abstract

The objective of this research is to analyze the influence of behavior and psychographic towards consumer buying behavior of Coca-Cola soft drink in Jababeka. The research is done in Jababeka where the 399 respondents are selected. Theoretical framework of this research consists of independent variable (culture, social, personal, and psychographic) and dependent variable (consumer buying behavior). The type of data used in this study is quantitative data and the source that had been used was primary data and secondary data. Partially the data was analyzed through window SPSS 20.00 using multinomial logistic regression method. Since the nature of the data is nonparametric, the researcher uses no assumption about the population. From the result, is shown that the independent variables have significant influence towards the dependent variable. To conclude, researcher purposes for Coca-Cola to influence more consumer by using the information and understanding the current condition and situation of the consumer to improve consumption.