Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)

The Effect of Consumer Behavior on Consumer’s Interest to Buy Products Mr. Beta Pomade in UMKM in South Oesapa Village

Authors
Muhammad Nur Uran1, *, Ronald P.C. Fanggidae1, Antonio E.L. Nyoko1
1Department of Management, Nusa Cendana University, Kupang, Indonesia
*Corresponding author. Email: adeuran88548@gmail.com
Corresponding Author
Muhammad Nur Uran
Available Online 25 November 2021.
DOI
10.2991/aebmr.k.211124.097How to use a DOI?
Keywords
Buying interest; Consumer behavior; Micro; small and medium enterprises
Abstract

Pomade has evolved into a way of life for certain men because it is a cosmetic product that is used to enhance the appearance of males. In Kupang City, there have been numerous micro, small, and medium-sized enterprises (MSMEs) and Pomade supply stores, one of which is the MSMEs Mr. BETA Pomade in South Oesapa Village, another of which is the MSMEs Mr. BETA Pomade in South Oesapa Village. The subject of this study is Mr. BETA Pomade, a micro, small, and medium-sized firm in Oesapa Selatan Village, Kupang City, which is the subject of this study. Mr. BETA Pomade products in South Oesapa Village were investigated for the objective of determining the impact of customer behavior on consumer interest in Mr. BETA Pomade products. The quantitative research methods that were employed in this study are described below. UMKM South Oesapa Village is the target audience for this study, which includes Mr. BETA Pomade customers. The number of participants in this study totaled 100 individuals. The assumption test, multiple regression test, the t test, the f test, and the coefficient of determination test were all employed in the data analysis. After analyzing the collected research data, the partial test results reveal that the Consumer Behavior variable, which is represented by Cultural factors, Social factors, and Personal factors, has no significant impact on consumers’ purchasing interest in Mr. BETA Pomade products in UMKM in South Oesapa Village, whereas psychological factors have a significant impact on consumers’ purchasing interest in micro, small, and medium-sized enterprises in South Oesapa Village. The results of a simultaneous test show that consumer behavior variables in the form of cultural factors, social factors, individual characteristics (such as gender and age), as well as psychological characteristics, have a statistically significant impact on consumer interest in Mr. BETA Pomade in UMKM South Oesapa Village.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
25 November 2021
ISBN
10.2991/aebmr.k.211124.097
ISSN
2352-5428
DOI
10.2991/aebmr.k.211124.097How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Muhammad Nur Uran
AU  - Ronald P.C. Fanggidae
AU  - Antonio E.L. Nyoko
PY  - 2021
DA  - 2021/11/25
TI  - The Effect of Consumer Behavior on Consumer’s Interest to Buy Products Mr. Beta Pomade in UMKM in South Oesapa Village
BT  - Proceedings of the 6th International Conference on Tourism, Economics, Accounting, Management, and Social Science (TEAMS 2021)
PB  - Atlantis Press
SP  - 673
EP  - 677
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211124.097
DO  - 10.2991/aebmr.k.211124.097
ID  - Uran2021
ER  -