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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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Factor Affecting Customer Purchasing Decision of Poultry Product in Indonesia

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2023, v.11 no.4, pp.77-87
https://doi.org/https://doi.org/10.20482/jemm.2023.11.4.77
Jonathan Axcel ANTAPUTRA (School of Business and Management, Universitas Ciputra Surabaya)
Charly HONGDIYANTO (School of Business and Management, Universitas Ciputra Surabaya)
Steven GUNAWAN (School of Business and Management, Universitas Ciputra Surabaya)
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Abstract

Purpose: In a business, it is very important to be able to pay attention to consumers. When making a purchase, consumers will first evaluate until they make a purchase decision. This study was conducted to analyze the effects of price, promotion, and product quality on consumer purchasing decisions on poultry feed. Research design, data, and methodology: The research was conducted quantitatively using the Google Form Survey instrument to collect respondent data. The population of this research is poultry feed consumers in Indonesia. Ninety-two respondents participated in this study. Results: The findings revealed that all the independent variables used in this research contribute significantly to determining customer purchase decisions. Conclusions: The results of the study found that price, promotion, and product quality had positive and significant effects on consumer purchasing decisions for poultry products

keywords
consumer purchasing decisions, price, promotion, product quality, poultry

융합경영연구