- E-ISSN2288-7709
- KCI
Factor Affecting Customer Purchasing Decision of Poultry Product in Indonesia
Charly HONGDIYANTO (School of Business and Management, Universitas Ciputra Surabaya)
Steven GUNAWAN (School of Business and Management, Universitas Ciputra Surabaya)
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
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