CHARACTERISTICS AFFECTING BUYERS BEHAVIOR

Every customer has his own characteristics to choose what the best brand that is
suitable for him. What one person likes is not necessarily what the others like. Each person
has a difference in seeing and choosing a product because everyone has a different culture,
attitude, etc. There are four characteristics that influence the customers to buy a product
which are cultural factors, social factors, personal factors, and psychological factors (Kotler
& Amstrong, 2011). Below are the four characteristics that affect the customers of Golden
Resto behavior.
1. Cultural Factors
Culture is a result from humans desire to fulfill what they want and need in their
life with the knowledge, faith, art, roles, status as its scope (Pudjiasiti, 2015).
Based on our questionnaire, the most frequently come to Golden Resto is
Indonesian. The reasons of why that is so is that the employees, especially the
chef, are Indonesian. Besides that, the owner said that five up to six Chinese in a
day always come to Golden Resto for there is a chinese food on its menu.
Religion teaches us to do what the right is and it has a prohibition for its people.
Hinduism is one of religions in Indonesia. There is one prohibition from Hinduism
to its people to not eat beef. The reason is that a cow is a sacred animal (Santya,
2015). Since, almost all of the menu at Golden resto contain a beef, We can
conclude that Hinduism people may rarely go to Golden Resto and it is supported
by our questionnaire that there is no Balinese who fill up our questionnaire.
2. Social Factors
Social factors here are about the roles and status of someone and these wants to
show us that roles and status can take a part in affecting customer behavior. The
low, medium, and the high class are different to each other in choosing a brand or
product. Golden Resto itself is a medium class restaurant. The highest price on its
menu is just IDR 15.000,-. It is affordable for us as a student. For the lower class,
they also provide a Paket Hemat on its menu which the price is only IDR
10.000,-. Even though, this is a medium class restaurant and the lower class can
also come to this restaurant, some of high class is also the customer of Golden
Resto but not as much as the other high class restaurant in City Walk.

3. Personal Factors
In personal factors, there is not outside things that influence in personal factors
such as values, norms, religions, etc. It is really about the person itself. The
occupation, age, lifestyle, and personality as well as self-concept are the parts of
personal factors (Kusumawardani, 2016). The Presunivers with the range of age is
18-21 years old and also the local people (worker, employee, lecturer) with the
range age is above 21 years old are the personal factors for Golden Resto. If there
is not Presunivers and local people, Golden Resto may not be opened in City
Walk.
4. Psychological Factors
This factor is about their perceptions regarding to Golden Resto. Based on our
questionnaire, there are customers who dislike Golden Resto because of its
customer service (they said that they have to wait with a long time to have their
food), its cleanliness (they said that the water is so oily), and its facilities (they
said that Golden Resto needs an improvement in facilities sector). For the
customers who like to have a lunch or dinner in Golden Resto, They have two
reasons of it. The first one is that they said the taste is so tasty and delicious and
the second one is that they said the price is affordable and cheap.

Bibliography
Kotler, P., & Amstrong, G. (2011). Principles of Marketing. United States of
America: Pearson Education.
Kusumawardani, K. A. (Performer). (2016, January 11). Consumer Market and
Buying Behavior. President University, Cikarang, West Java, Indonesia.
Pudjiasiti, P. (2015, February). Sosiologi untuk SMA/MA Kelas XI. Jakarta: PT
Grasindo.

Santya, M. D. (2015, October 29). Mengapa Orang Hindu Tidak Memakan Daging
Sapi? Retrieved February 3, 2016, from kulkubali.co:
http://www.kulkulbali.co/post.php?
a=373&t=mengapa_orang_hindu_tidak_memakan_daging_sapi#.VrGiIXr05
94