Article Per Year (5 Year)
p-Index From 2021 - 2026
3.883
P-Index
This Author published in this journals
All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal SEIKO : Journal of Management & Business AkMen JURNAL ILMIAH Patria Artha Journal of Accounting Dan Financial Reporting JURNAL MANAJEMEN BISNIS Jurnal Ilmiah Akuntansi Manajemen Jurnal Review Pendidikan dan Pengajaran (JRPP) BJRM (Bongaya Journal of Research in Management) Golden Ratio of Finance Management Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Lajagoe Pustaka Atestasi : Jurnal Ilmiah Akuntansi
, Andi Tenri Uleng Akal
STIE Tri Dharma Nusantara Makassar
Religion Aerospace Engineering Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Transportation Other

Published : 21 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 21 Documents
Search

 1   2   3 
Culture, Pricing Strategy, and Color on Consumer Preferences in Purchasing Nur, Kherayani; Sarnawiah, Sarnawiah; Akal, Andi Tenri Uleng; Gaffar, Samsu; Amraeni, Amraeni
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/3jyks202

Abstract

This study examines the influence of culture, pricing strategies, and color on consumer preferences for fast food among Hisana Fried Chicken consumers in Makassar. The research design is quantitative, with a causal-associative approach. Data were collected by distributing questionnaires to consumers, using a Likert scale, and were processed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS version 4.0. The results showed that culture had a positive but insignificant effect on consumer preferences. Conversely, pricing strategies and the role of color partially have a positive, significant impact on consumer preferences in fast-food purchases. These findings confirm that pricing strategies and visual elements, such as color, play an essential role in shaping consumer purchasing decisions. This study provides a theoretical contribution to consumer behavior research by applying the Stimulus-Organism-Response (S-O-R) theory, and a practical contribution to fast-food restaurant management by formulating more effective marketing strategies based on price and visual design to increase customer preference and loyalty.
Co-Authors Afriyani Afriyani Agus umar Gazali, Agus umar Gazali Alwi Sibali Amraeni, Amraeni Andi Aris Mattunruang Andi Muhammad Irwan, Andi Muhammad Irwan Azis, Nuriftitah Amanah Damirah Damirah Darnawati, Darnawati Gaffar, Samsu Gaffar, Syamsu Haeril Haeril Hatidja, St. Juniarmita, Andi Sartika Kurniawaty Kurniawaty Lisdawati Mashuddin, Nurwahidah Misrah, Misrah Muhammad Basir Muhammad Basir Muhammad Basir Muhammad Rezki Mustafa, Mustafa Nur, Kherayani Nur, Sri Wahyuni Nurlaela NURLAELA NURLAELA Nurlaela Nurlaela Nurlaela, Nurlaela Nurwahidah Mashuddin Nurwana Nurwana Nurwana, Nurwana R, Masmarulan R, Masmarulan Rahmawati, A. Rahmawati, Andi Ris Akril Nurimansjah Rony, Zahara Tussoleha Roslina Alam Sahara, Ira Sarnawiah, Sarnawiah Sri Wahyuni Nur Syamsul Bakhtiar Ass. Syarifuddin, Akhmad Yasin, Nurfatwa Andriani