ANALYSIS OF FACTORS AFFECTING CONSUMER BEHAVIOR IN THE PURCHASE OF ENERGY DRINK PRODUCTS AT THE JELITA SHOP KAB.KEP. MENTAWAI

Abstract

Energy drink is a type of drink that is intended to increase the energy of someone who drinks it. For some people, energy drinks are drunk with the aim of preventing drowsiness. If generally abroad (United States), energy drinks are classified as soft drinks, while in Indonesia Energy drinks are classified as health drinks. There are several categories that are factors in influencing the behavior of a consumer. The four general categories are social, cultural, personal, and psychological. 1. Social. One of the factors that influence consumer behavior is the aspect of the social environment. This also includes the influence brought by groups around consumers. 2. Culture. A person's background can also influence their behavior towards a product being offered. Not infrequently, a consumer makes this aspect their priority in choosing a product. The culture in question can include customs, religion, race, to social stratification. 3. Personal (Personal) Furthermore, the factors that influence consumer behavior come from the consumer's own personality. Several variables related to personal consumers are demographic aspects, namely age, gender, income and others. In addition, individual interests and impressions as k Consumers are also included in this one factor. 4. Psychological Attitudes and personality of a person are included in psychological factors that can also influence them to make decisions about a product. One of the variables related to psychological factors is lifestyle.