Factor Affecting Customer Purchasing Decision of Poultry Product in Indonesia

• 영문명: Factor Affecting Customer Purchasing Decision of Poultry Product in Indonesia
• 발행기관: 국제융합경영학회
• 저자명: Jonathan Axcel ANTAPUTRA Charly HONGDIYANTO Steven GUNAWAN
• 간행물 정보: 『융합경영연구』Vol.11 No.4, 77~87쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.08.31

영문 초록

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

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Conclusions

References

키워드

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