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All Journal Agrikultura Sosiohumaniora Forum Agribisnis Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis JISPO (Jurnal Ilmu Sosial dan Ilmu Politik) Jurnal Pertanian Agros Agrisocionomics: Jurnal Sosial Ekonomi Pertanian JURNAL ILMIAH MAHASISWA AGROINFO GALUH International Journal of Social Science and Business Buletin Ilmiah IMPAS Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat Jurnal Dinamika Sosial Ekonomi Jurnal Pengabdian Masyarakat Indonesia Jurnal Agristan Anjoro : International Journal of Agriculture and Business JURNAL AGROINDUSTRI HALAL Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Agroland: Jurnal Ilmu-ilmu Pertanian AGROLAND: The Agricultural Sciences Journal Jurnal Pertanian Agros
Sulistyodewi Nur Wiyono
Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences

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Journal : Agrikultura

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Consumer Actual Purchases on Premium Healthy Beverages: A Study of New Technology Cold-Pressed Fruit Processing Utami, Hesty Nurul; Putri, Rifa Fajriani; Wiyono, Sulistyodewi Nur; Nurseto, Hardian Eko; Noor, Trisna Insan
Agrikultura Vol 35, No 3 (2024): Desember, 2024
Publisher : Fakultas Pertanian Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/agrikultura.v35i3.55834

Abstract

The paper focuses on the factors influencing consumers' actual purchase decisions for healthy products using new technology to produce fresh product-based beverages. Cold-pressed juice is a premium beverage made from fresh produce with a new technology-based process that can produce high nutrition as an alternative for the consumer's diet. The research examines the relationship between price, promotion, and product quality on consumers' purchase decisions on beverages with premium categories. A survey was conducted among 50 respondents of urban consumers who have experience buying premium healthy beverages of the brand XYZ in two outlets in Jakarta. The mean value and rank Spearman correlation analysis revealed that product quality, promotion, and price, in a particular order, were the best factors evaluated by customers, and these factors significantly correlate with purchase decisions. Product quality is the most considered by customers; however, only product quality affects consumer purchase decisions among the three factors. The findings may help processed fresh produce beverage processors and outlet owners understand the factors affecting customer purchase decisions to buy such premium fresh produce beverages. It also enables them to make better decisions in emerging technology-based beverage production for fresh produce commodities and food retail development, including supporting consumer diet choices.
Co-Authors Adi Nugraha Agriani H. Sadeli Agriani Hermita Sadeli Ahmad Choibar Tridakusumah Anadilla Fahyra Riawan Ananda, Vanya Dina Anisa Puspitasari, Anisa Anne Rizky Ramadhanty Ardiansyah, Ikhsan Astrini, Carmelita Aulia, Risma Namira Az-Zahra, Aliffah Bobby Rachmat Saefudin Br Tarigan, Anggreni Karolin Carmelita Astrini Dhany Esperanza Dini Rochdiani Dini Rochdiani Dini Turipanam Alamanda Eddy Renaldi Eddy Renaldy Eliana Wulandari Elly Rasmikayati Endah Djuwendah Erna Rachmawati Ernah Ernah Eti Suminartika Febrica Handryani Fiky Yulianto Wicaksono Gema Wibawa Mukti Haidar, Faris Julda Hana, Talitha Ummiyah Hanifatur Aziz Nur Ishmah Hepi Hapsari Hesty N. Utami Hesty Nurul Utami Hilman, Nasywa Khairunnisa Kamarulzaman, Nitty Hirawaty Karimah, Bella Esla Karin Nafia Pramesti Khairunnisa, Afifa Kurniati, Dinar Mariam Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Lies Sulistyowati Lies Sulistyowati Lucyana Trimo, Lucyana Mahra Arari Heryanto Muhammad Arief Budiman Muhammad Haikal Muhammad Indra Pratama Ariin Mumtaz, Muhammad Daffin Salman Nadira Desiana Shinta Nur Syamsiyah Nur Syamsiyah Nur Syamsiyah Nur Syamsiyah Nurseto, Hardian Eko Pandi Pardian Permadi, Nida Fathi Pratiwi, Putri Gita Putri, Rifa Fajriani Rahmadiani, Riyanti Rani Andriani Budi Kusumo Reina Ayu Cecilia Resti Arini Salsabila, Dita Nur Sasiera Diva Permana Shelsiya Nikela Shintiya Devi Siregar Sri Fatimah Sri Fatimah Stephanie Maria Zerlina Mayang Ken Wuri Tati Nurmala Tomy Perdana Trimo, Lucyana Trisna Insan Noor Tumanggor, Lolo Nola Tuti Karyani Wella Tessalonika Ambarita Wima Hatami Yayat Sukayat Yohana Esfrensa Millenia Indah Simatupang Yosini Deliana Yosini Deliana Yulia Sari Zumi Saidah