Analysis of Consumer Behavior Affecting Consumer Willingness to Buy in 7-Eleven Convenience Store

Abstract

The emerging of new retail stores in Indonesia has brought new competition to the current market competition. The object of this research is 7-Eleven. This research analyzes the relationship between variables of consumer behavior and willingness to buy. This research is purposed to find the relationship between the consumer behavior variables (cultural factor, social factor, personal factor and psychological factor) to the consumer willingness to buy a product in 7-Eleven convenience store. The scope and limitation of this study rounds in the 7-Eleven convenience store in Jatiwaringin, Jakarta with total samples 110 of 150 population average. Data was analyzed by using quantitative analysis. The interpretation of this research shows that the variables and dimensions of consumer behavior has a relationship with the consumer’s willingness to buy a product in 7-Eleven Jatiwaringin, Jakarta, even so, there are some variables that has a relationship but not affecting the willingness to buy significantly. The variables that is mostly affecting the willingness to buy in this research shows that social factors giving more affect more that any variables among the consumer behavior variables. The coefficient of determination (R2) is l 0.405 40.5% of the variation that occurs in the willingness to buy is described by all of the independent variables, cultural factor, social factor, personal factor, psychological factor, while the remaining 100% - 40.5% = 59.5% are explained by other variables which is not described in this research.

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