ANALISIS CONSUMER BEHAVIOUR DALAM PEMBELIAN WINES DI PERUSAHAAN IFOOD

Angel Mauledya Sinaga; Dede Brahma Arianto

Authors

Angel Mauledya Sinaga IPB University
Dede Brahma Arianto Universitas Islam Indonesia

Keywords:

Characteristics, Correlation, Consumer Behavior, Profiling, Sales Rate

Abstract

This study aims to determine consumer behavior in buying wine at the iFood company. Ifood is a Brazilian company that has a large market share in selling wine. The data used in this study is a secondary type of data derived from iFood Marketing Analytics available on Kaggle. Data processing using Google Colab and the methods applied are Exploratory Data Analysis (EDA) and Correlation Analysis. Based on the correlation analysis, it was found that the variables that correlated highly with the level of wine sales (MntWines) were the variables of income level (Income), meat purchase rate (MntMeatProducts), purchases using catalogs (NumCatalogPurchases), direct purchases in stores (NumStorePurchases), and the number of total purchases at iFood companies (MntTotal).

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