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Istiqlaliyah Muflikhati
Department Of Family And Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus Of IPB Dramaga Bogor 16680
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : International Research Journal of Business Studies (E-Journal)

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MAZARAAT CHEESE CONSUMER PURCHASING DECISION Lestari*, Indah Ria; Sumarwan**, Ujang; Muflikhati**, Istiqlaliyah
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 13, No 1 (2020): April - July 2020
Publisher : Universitas Prasetiya Mulya

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Abstract

This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese.Keywords:Artisan cheese, Brand awareness, Customer perceived value, Consumer knowledge, Marketing mix, Purchase decision* School of Business, IPB University, Jl. Raya Padjajaran, Bogor 16151, Indonesia ** Department of Family and Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus of IPB Dramaga Bogor 16680, Indonesia  https://doi.org/10.21632/irjbs.13.1.81-98
Mazaraat Cheese Consumer Purchasing Decision Lestari, Indah Ria; Sumarwan, Ujang; Muflikhati, Istiqlaliyah
INTERNATIONAL RESEARCH JOURNAL OF BUSINESS STUDIES Vol 13, No 1 (2020): April - July 2020
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese.Keywords:Artisan cheese, Brand awareness, Customer perceived value, Consumer knowledge, Marketing mix, Purchase decision* School of Business, IPB University, Jl. Raya Padjajaran, Bogor 16151, Indonesia ** Department of Family and Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus of IPB Dramaga Bogor 16680, Indonesia  https://doi.org/10.21632/irjbs.13.1.81-98
Co-Authors Ach. Haris Abdi Manaf Achmad Fahrudin Achmad Fahrudin Adam Sugiharto, Adam Adinda Wahyu Widhi Astuti Adzkiya, M.A. Zaim Agief Julio Pratama Akmalia, Laely Rahmawati Alfiasari Amelya Qois Nabillah Amirah, Nurul Angraini, Sylvianti Ani Wijirahayu, Ani Anindya Savira Anna Fatchiya Anna Fatchiya Arief Hendarto Azizah, Sheila Nur Budi Suharjo Bunga Ayu Lestari Chandra, Nirmala Eka Damayanti, Rahmi Defina Desy Purwayanti Dewi Sekar Mukhti Dewi, Siska Ayu Tiara Diah Krisnatuti Dinarwan *. Djuara P Lubis Dwi Hastuti Elmanora Elmanora Elmanora, - Erni Widyaningsih, Erni Ervina Aprianti Euis Sunarti Fadil Risdian Ansori Fathimah Zahroo Gatot Yulianto Gilar Cahya Nirmaya, Gilar Cahya Handian Purwawangsa Hanggrita, Elvindia Puja Hari Wijayanto Hartoyo Hartoyo Hartoyo Hartoyo Hazrina Rachmawati, Hazrina Herawati, Tin Heri Antoni Herien Puspitawati Indrawati Zuhara Ira Mustika Irni Rahmayani Johan Kumoro, Retno Leila Siti Chairani Lestari*, Indah Ria Lestari, Indah Ria Lilik Noor Yuliati Luvy Mayanda Lyra Majasoka Mahanani, Raditya Kasih Majasoka, Lyra Megawati Simanjuntak Melly Latifah Mentari Dwi Prihatiningrum Moh. Djemdjem Djamaludin Mohammad Iqbal Irfany Muhammad, Larastyan Yang Bogaan Nadia Aulia, Nadia Narni Farmayanti Neti Hernawati Ninik Sriyanti Novida Nurmayanti Nurhayati , Leti Nurul Salimah Oktavia Rattika Muladsih Oktriyanto Oktriyanto, Oktriyanto Pantas Angelia Pratiwi Ismayanti, Pratiwi Pudji Muljono Puspa Widya Utami Putri, Marietta Krisnaya Nandika Qodarian Pramukanto Rahayu, Ismie Leona Rahma Nur Praptiwi Rani Maulanasari Ranti Aisuka Rinjani Raysha Helau Wardhani, Raysha Helau Retnaningsih Retnaningsih Retnaningsih Retnaningsih Reviani, Nia Ria Oktaria, Ria Ridhoni Khoirul Anam Risda Rizkillah, Risda Ristya Primadi RIZA RIZA Robi Rizkianto, Robi Safitri, Ima Audina Samosir, Miracle Samuel Sari, Nova Nurmala Sari, Ririn Purnama Sari, Trisna Intan Savira, Anindya Setyasalma, Hani Silitonga, Mirdat Siroj, Eko Yuliarti Siti Maesaroh Sudirman Sudirman Susanti Kartikasari, Susanti Suwarto Syarifa , Rizka Tantri Ryanthi Tati Budiarti Tatie Soedewo Taufiiqoh, Maitsaa Rifdah Tin Herawati Tri Wulandari Henny Astuti, Tri Wulandari Henny Ujang Sumarwan Ulfi Urfillah, Ulfi Umu Rosidah Villa, Zifora Mujahidah Vivi Irzalinda Wahpiyudin, Cep Abdul Baasith Wahyuni, Fitri Ayu Wawan Okatriza Yatri I Kusumastuti Yulfa, Rahmi Yulianah Yulina Eva Riany Yulya Srinovita Zulfikar Zulfikar