Consumer Characteristics and Consumer Psychology Factors which Influence Buying Decision Process in Game Center “X” Bandung

Suryadi, Arif and Riadi, Sonny (2016) Consumer Characteristics and Consumer Psychology Factors which Influence Buying Decision Process in Game Center “X” Bandung. In: 2nd International Congress on Technology-Engineering & Science, 28-29 July 2016, Malaysia.

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Abstract

“Game Center” is a term used in Indonesia for a small to medium size business of renting computer hourly to the consumer for playing games online. Their target market usually are students from junior high school to college students. There are many game center in Bandung, Indonesia. Students allowances were limited and subscribing internet has been very expensive to some students making this business attractive to them. The study conducted on Game Center “X” which has been established since 2014. The purpose of the study was to find which variables of consumer characteristics and consumer psychology have influence on consumer’s buying decision process using Multiple Regression Analysis. The finding could be used as the base for segmentation in developing marketing strategy for Game center ‘X”. Data were collected using questionnaires which developed from the Consumer Behavior model using 5 likert scale. The questionnaires were then distributed to 97 consumers who had played games in Game Center “X” (minimum twice since last week of the time the questionnaires were distributed) using Purposive Sampling Technique. Factor analysis was used to validate the data. Regression analysis was used to find the variables which influenced buying decision process. The result of the study showed that consumer’s characteristics influenced consumer’s buying decision process. The finding indicates that Game Center “X” should focus on groups of consumers where they make their social relationship and developed it’s marketing strategy based on those groups characteristics.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Buying Decision Process, Consumer Characteristics, Consumer Psychology, Game Center, Multi Regression.
Subjects: T Technology > T Technology (General)
Depositing User: Perpustakaan Maranatha
Date Deposited: 19 Sep 2017 02:05
Last Modified: 19 Sep 2017 02:05
URI: http://repository.maranatha.edu/id/eprint/23185

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