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Library's collection Library's IT development CancelP.T. Dunkindo Cipta Rasa is a company which moves in marketing a food
product (donuts) which is more familiar known as Dunkin Donuts. The existence of
this company began to emerge in Surabaya at the first time in 1989 and it is located
at Basuki Rachmat St 19 A, Surabaya.
In conducting this research, first of all, the writer makes a background of the
study. It is based on the headway of business competition and the numbers of donuts
brands, local and foreign brands/franchise like Dunkin Donuts.
From many donuts brands found, Dunkin Donuts brand is chosen as the
sample of this research. This research discusses about consumer behaviour such as
kinds of motivations which motivate or influence the consumer to buy the product of
Dunkin Donuts (in this case, Dunkin Donuts which is located on Basuki Rachmat St).
The motivations are divided into two : first, the motivation of buying which is based
on the rational consideration (rational motivation) and second, the one which is
based on the emotional consideration (emotional motivation). The attributes of the
rational motivation consist of the quality of the product, the price of the product, the
complete outfit of the product, and the cleanness of the product; while the attributes
of the emotional motivation consist of the brand of the product, the comfortable
place in buying the product, the pride of buying the product, and to indicate a good
economical status.
Tnc methodology used in this study is making questionnaires and distributing
them disorderly to 150 respondents who were buying the product of Dunkin Donuts
on Basuki Rachmat St. As a matter of fact, from all those questionnaires, only 100
questionnaires can be used as they can fulfill the requirements. Moreover, the
collection of the data is done by using a literary study which deals with books and
other reliable sources of the literature related with marketing, especially the
consumer behaviour. Besides, the writer also has interviews with the marketing
manager of Dunkin Donuts on Basuki Rachmat St. These interviews are conducted in
order that the writer can get more data or information for this study. Also, the
analysis technique used is Chi Square statistic analysis.
Finally, after making the data analysis and statistical calculation in chapter
IV, the writer makes a conclusion in chapter V, that is the consurners's motivations
of buying the products of Dunkin Donuts (which is located on Basuki Rachmat St)
may consist of rational and emotional motivations. In rational motivation, the
attributes which have a significant dependence (means : which have a big influence
in motivating the consumers to buy) are the quality and the complete outfit of the
products. On the other hands, in emotional motivation, the attributes which have a
significant dependence are the brand of the product and the pride of buying the
product