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All Journal SOCA: Jurnal Sosial Ekonomi Pertanian
Tania Adinda
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Consumer Purchase Decision on Chicken-Nugget Purchasing Behavior in Semarang City Tania Adinda; Mukson Mukson; Edy Prasetyo
SOCA: Jurnal Sosial Ekonomi Pertanian Vol 15 No 3 (2021): Vol.15, No.3, 2021
Publisher : Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana Jalan PB.Sudirman Denpasar, Bali, Indonesia. Telp: (0361) 223544 Email: soca@unud.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/SOCA.2021.v15.i03.p16

Abstract

Today, the level of processed-food consumption is significantly increasing. It is causing a high supply of this food by some business enterprises and tense competition between them. This study aimed to analyze the chicken-nugget consumer purchase decision-making, factors affected the purchase decision and the effect of those factors on the consumer purchase decision in Semarang City. This study employed a case-study method and involved 120 respondents aged ?17 years old who purchase chicken-nugget products selected by accidental sampling technique. The descriptive, factor, and multiple linear regression analyses were used to analyze the study data. Results revealed that the chicken-nugget purchase decision process consisted of some steps: need identification, finding adequate information, alternative evaluation, purchase decision, and evaluation after product purchasing. This purchase-decision was simultaneously affected by cultural, social, personal, psychological, product, price, location, and promotion factors. Cultural, personal, psychological, product, and promotion factors partially affected the consumer purchase decision.
Co-Authors Edy Prasetyo Mukson Mukson