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All Journal Prosiding University Research Colloquium
Yang, Chi
Unknown Affiliation
Humanities Computer Science & IT Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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The Factors Influencing Consumer Behavior Decision to Purchase Products in Walking Street Market in Chengdu City, China Yang, Chi; Putachote, Nitipon
Prosiding University Research Colloquium Proceeding of The 20th University Research Colloquium 2025: Bidang Sosial, Ekonomi dan Psikologi
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

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Abstract

This study examines the factors influencing consumer purchase decision-making in the Walking Street Market of Chengdu, China, focusing on demographic characteristics and the Marketing Mix 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence). A quantitative survey methodology was employed, with data collected from 450 consumers through structured questionnaires using convenience sampling. The collected data were analyzed using descriptive statistics (e.g., mean, standard deviation) and inferential statistics (e.g., t-tests, ANOVA, and multiple regression) to test the hypotheses at a 95% confidence level. The results indicate that age and education significantly impact purchase decisions, while gender, occupation, and monthly income show no significant effects. Among the 7Ps, Product, Price, Place, and Physical Evidence exhibit significant positive influences on purchase decisions, whereas Promotion, People, and Process are not significant. The findings provide practical recommendations for vendors and market managers to optimize marketing strategies and enhance consumer purchase intentions and market competitiveness.
Co-Authors Putachote, Nitipon