THE ANALYSIS OF INDONESIAN CONSUMERS TO BUY CHINA’S ELECTRIC PRODUCT (A CASE STUDY OF INDONESIAN STUDENTS IN PRESIDENT UNIVERSITY)

Abstract

With more and more cooperation between China and Indonesia, more China’s industry and products entry into Indonesian market, especially the electric product. China’s electric products have advantage in its price, but relative low quality. If China’s electric industry want have a good development in Indonesia, they need to have an exhaustive understand about Indonesian market and make the right marketing strategy. There are many factors can influence on consumer to buy the products, but this research focus on marketing 4 p which are product, price, place and promotion. This research is using quantitative method to analysis data, where the questionnaire has already tested by pilot test. Through factor analysis , there are 5 latent factors, and the dominant factor is factor 2 which the writer named it “quantity discount of price.” Through descriptive analysis, the main factor is the price which can affect Indonesian consumer to buy China’s electric products.