Penulis: Soni Harsono - Universitas Putra Bangsa Surabaya [ 25/6/2007 ]

Consumer behavior is behavior of someone, organization related with the process of decision to get and use goods or economic service that can be influenced by the environment. Studying the consumer decision must be seen from some aspects as characteristic, environment or marketing stimulant that has been offered.
The object of the research is to examine the influence of the sample group, as social class, promotion, consumer experience, price, quality of service and facility to consumer decision that chose Speedboat as river?s transportation in Palangkaraya. Another purpose is find out the factor which has the dominant influence toward consumer decision. 
The area random sampling is used in this study. The object areas of the research are Ram bang port and Flamboyan port in Palangkaraya. The amount of respondent is 100 that choused without discriminating their gender and job. All of respondents are the speedboat?s passengers. The research analysis model is the multiple linier regression. The hypothesis testing used F test and level of significance is 5 %.
The result shows that the factors of sample group, social class, promotion, consumer experience, price, quality service and facility all together have the influences toward the consumer decision in choosing speedboat as river?s transportation in Palangkaraya. 



Keywords : Consumer Decision, Sample group, Social Class, Promotion, Consumer 
Experience, Price, Quality Service and Facility, Transportation?s River.