SIKAP KONSUMEN TERHADAP ATRIBUT-ATRIBUT YANG DITAWARKAN TOKO BUKU GRAMEDIA DI SURABAYA

Abstract

This research aim to identitication and to know consumer attitude towards attributes that offered by Gramedia book store in Surabaya, that attributes are : product, price, promotion, location, distribution and facility as independent variable and consumer attitude as dependent variable. To analysis that costumer attitude use Multiatribute Attitude Model (MAM) that substance of consumer satisfaction determined by weight which given consumer to attribute (i) times by difference consumer ideal to attribute (i) by consumer beliefing to attribute (i) accounting of measuring scale use likert scale by five estimation category which each estimation category qualificated  by give weight. The results of the study prove that consumers have a positive attitude towards the attributes offered and the most influential attribute is location.

Keywords: consumers attitude, attributes.