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CHAPTER III RESEARCH METHODOLOGY
A. Identification and definition of conceptual variables
1. Variable Identification
In this study, there are only two variables. They are independent variables and the dependent variable.
a. Independent variable X: price X
1
, product X
2
, beliefs and attitudes X
3
b. Dependent variable Y: the buying decision
2. Definition of Conceptual Variable
a. X
1
= Price
According to Kotler and Armstrong, which was translated by Nurmawan
1997: 339 price is “Number value to consumers in exchange to get the benefits of owning or using a product or service”.
b. X
2
= Product
Based on the opinion of Kotler and Armstrong, which was translated by Bakowatun
1992: 347 product is something that can be offered to the market to draw attention to be purchased, used or consumed to satisfy a desire or need.
c. X
3
= Beliefs and Attitudes
22
According to Kotler and Armstrong, translated by Bakowatun 1995:246,
trust or belief is a descriptive thought about something while attitudes are evaluations, feelings and someone who is relatively consistent trend towards an object
or idea. d.
Y = purchase decisions as dependent variable
Translated by Bakowatun according to Kotler 1992:202 The decision to
buy is considered as an action taken by consumers after an evaluation of all available alternatives that resulted the desire to buy.
B. Operational definitions of variables
1. Independent variable
The independent variable X in this study is the factors that influence the behavior of consumers to purchase products Sampoerna mild cigarettes, namely:
X
1
= Price, with the indicator: Compliance with quality and satisfaction rates
X
2
= Product, with the indicator: Taste
Various tastes Size and Packaging
X
3
= Belief trust and attitude, with the indicator: Impression or image of the consumers towards product
To simplify data interpretation, this study used a Likert scale rating Purwadi,
2000:108 with the five-level rating scale consisting of strongly agree, agree, quite agree,
23 disagree and strongly disagree. Used in this way because it is easily to understand and
value the diversity of his trademark, allowing respondents to express their opinions about the decision variable product related to the purchase of Sampoerna Mild cigarettes that
actually closer to reality. Fifth assessment will be given weight values as follows:
a. Strongly agree was scored 5 b. Agree was scored 4
c. Quite agree was scored 3 d. Disagree was scored 2
e. Strongly disagree was scored 1
2. Dependent Variable
Dependent variable Y in this study was the decision to buy Sampoerna Mild cigarettes. The decision to buy is the actions taken by individuals, groups or
organizations where their attempt is to meet the needs of goods and services and followed by purchasing power and customer satisfaction. The decision to buy Sampoerna mild
cigarettes indicators is: to buy Sampoerna Mild tobacco products, within a month.
C. Research Scope
24 For a more targeted research and facilitate further study, this research is limited to
the field of marketing management, in particular matters related to consumer behavior regarding the factors that influence consumer behavior in deciding to buy Sampoerna Mild
cigarettes.
D. Research Sites
The study was conducted on the campus environment of the Faculty of Law, Pancasila University, Lenteng Agung - Depok. The author’s considerations in determining
the location of the study are: 1. A large number of students of the Faculty of Law at the Pancasila University Depok who
purchase Sampoerna Mild tobacco products. 2. The big difference of motives between the purchases of every students in buying
Sampoerna Mild tobacco products.
E. Population and Sampling Technique
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