PENGARUH DINAMIS HARGA DAN PERILAKU KONSUMEN TERHADAP PEMBELIAN ULANG PEMBELI IKAN HIAS DI KIEL AKUARIUM OESAPA BARAT

Abstract

 This research is motivated by consumers' desire to get lower prices, as well as their habit of comparing prices between other companies and Kiel Aquarium, which has an impact on consumer behavior. Therefore, the aim is to analyze the effect of price variables and consumer behavior simultaneously on the interest in repurchasing ornamental fish and analyze the effect of price variables and consumer behavior partially on the interest in repurchasing ornamental fish at Kiel Aquarium Oesapa Barat. The research method used is quantitative Likert scale measurement. The population in the study were all consumers who had bought ornamental fish at the Kiel Aquarium more than once with the age range of respondents 17 to 50 years with accidental sampling, so that the total sample used in the study was 67 people. The analysis tool uses SPSS. The findings show that the price and consumer behavior variables simultaneously (simultaneously) have a positive effect on repurchase interest in ornamental fish at Kiel Aquarium Oesapa Barat and the consumer behavior variable individually (partially) has a positive and significant effect on repurchase interest in ornamental fish at Kiel Aquarium Oesapa Barat.