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All Journal Daya Saing : Jurnal Ilmu Manajemen Jurnal Economica: Media Komunikasi ISEI Riau
Albafery, Albafery
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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CONSUMER BEHAVIOR IN DECISION-MAKING ON PALM SUGAR PRODUCT ATTRIBUTES Albafery, Albafery; Darimi, Darimi
Jurnal Daya Saing Vol. 10 No. 3 (2024): Inovasi SDM, Kinerja Organisasi, dan Transformasi Bisnis di Era Digital dan Pe
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/dayasaing.v10i3.1906

Abstract

Consumer behavior encompasses actions directly involved in acquiring, consuming, and disposing of products or services, including the processes that occur before and after these actions. Palm sugar, which is used both as a sweetener and in herbal medicine, affects consumer behavior in unique ways. This study aims to explore consumer behavior in decision-making, focusing on the attributes of palm sugar products. Conducted in Rambah Tengah Barat Village, Rambah District, the study utilizes the Fishbein model for data analysis. The findings show that consumer behavior is generally positive, with product taste being the most influential factor in decision-making.
INFLUENCE OF PRODUCT ATTRIBUTES ON CONSUMER PURCHASE DECISIONS: A STUDY OF PALM SUGAR PRODUCTS IN RAMBAH TENGAH BARAT VILLAGE Albafery, Albafery
JURNAL ECONOMICA: Media Komunikasi ISEI Riau Vol. 12 No. 1 (2024)
Publisher : Ikatan Sarjana Ekonomi Indonesia Cabang Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46750/economica.v12i1.282

Abstract

Consumers seek quality in products, especially in food items with perceived health benefits. This research examines how product attributes influence consumer purchase decisions and purchase interest in palm sugar products in Rambah Tengah Barat Village. Using a sample of 35 respondents selected through purposive sampling, data were gathered via questionnaires and analyzed with Partial Least Squares (PLS) structural equation modeling. Results indicate that purchase interest mediates the relationship between product attributes and purchasing decisions, underscoring the importance of quality product attributes in driving consumer satisfaction and purchase decisions. Key attributes influencing consumer choices include health benefits, absence of preservatives, aroma, cleanliness, packaging, solubility, color, taste, and shape. Palm sugar producers should consider enhancing these attributes to meet consumer expectations and boost competitiveness. Keywords: Consumer Purchase Decision, Product Attributes, Palm Sugar, Purchase Interest, Consumer Behavior
Co-Authors Darimi, Darimi