Al-Ustadzi, Jihan Ibtisam (2025) Faktor-Faktor yang Mempengaruhi Perilaku Konsumen dalam Memilih Kelompok Bimbingan Ibadah Haji (KBIH) di Lampung Timur. Masters thesis, IAIN Metro.

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Abstract

Knowing the Factors that Influence Consumer Behavior is an important point for a company or institution to evaluate and intensify strategies for the development of a company or organization. This study departs from the many Hajj Guidance Groups in East Lampung that compete healthily in influencing consumers to choose their service products. The focus of this study is the Factors that influence consumer behavior with the sub-focus of the process of these factors in influencing consumer behavior.

This study uses a qualitative approach method that is descriptive in nature. Data collection techniques in this study use filed research including interviews and documentation. The technique used in the interview is the purposive sampling technique. Data are analyzed through inductive descriptive analysis.
This study uses a literature review covering consumer behavior and consumer decision making.

The results of this study indicate that the factors that influence consumer behavior in choosing the Hajj Guidance Group (KBIH) in East Lampung include Internal Factors and External Factors. Internal factors include enthusiasm or motivation, image or reputation and location, while external factors include recommendations, advertising and promotions and services. The process of these factors influencing consumer behavior includes awareness of self-needs (idrak al-hajjah), ethical and sharia considerations (tamyiz al-halal wa al-haram), intention and purpose of consumption (niyyah wa ghayah al-istihlak), decision to consume (qarar al-istihlak), and reflection after consumption (muqarabah wa muhasabah). The recommendations given to all Hajj Guidance Groups (KBIH) in East Lampung are to increase innovation in the field of promotion in social media and print as well as adding and upgrading human resources implementing manasik guidance to the maximum in order to create good feedback for both institutions and users or consumers.

Keywords: Consumer Behavior, Consumer Decision Making, KBIH

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