The impact of culture on consumer buying behaviour at pt. toba surimi industries medan

Calista, Cindy (2019) The impact of culture on consumer buying behaviour at pt. toba surimi industries medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Culture is a determinant of one’s desires and behaviour, especially in the behaviour of decision making and buying behaviour. PT. Toba Surimi IndustriesMedan is a company that engaged in processed products such as frozen seafood and pasteurized crabmeat.Each country has different cultures so each customer from different country has different demand and the problem is the company can’t provide products that match all customers. The research is using census sampling with 75 employees (management and staff) as respondents. The methods used by writer in this research are descriptive research and causal research. Data used in this research are primary and secondary data.Based on the analysis result in this research, it can be concluded that there is an impact of culture on consumer buying behaviour at PT. Toba Surimi Industries Medan.From the z test, it shows that the value of z count (5.72) is higher than z table (1.96). Culture has a positive impact on consumer buying behaviour in the amount of 44.3% while the remaining in the amount of 55.7% is caused by other factors. From simple linear regression, it shows the equation of Y = 14.252+ 0.553 X. It means that the variable culture has a straight relationship to consumer buying behaviour, that if there is an increase on culture, the consumer buying behaviour will also increase

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