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All Journal Indonesian Journal of Law and Economics Review
Akyun, Rizki Khurrota
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Consumer Preferences for Sunco Cooking Oil as a Daily Necessity: Preferensi Konsumen terhadap Minyak Goreng Sunco sebagai Kebutuhan Harian Akyun, Rizki Khurrota; Sari, Herlinda Maya Kumala
Indonesian Journal of Law and Economics Review Vol. 19 No. 4 (2024): November
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v19i4.1226

Abstract

Background: The fluctuating prices and availability of vegetable oils have raised concerns in consumer markets. Specific Background: Key factors like price, product quality, and promotion need closer examination to understand purchasing decisions. Knowledge Gap: Limited research addresses the combined impact of these factors on consumer behavior. Aims: This study aims to assess the influence of price, product quality, and promotion on oil purchasing decisions. Results: Based on quantitative analysis of 96 respondents, price, product quality, and promotion significantly affect purchasing decisions. Novelty: This research highlights the combined effect of these factors, offering new insights into consumer choices. Implications: The findings suggest that businesses should focus on competitive pricing, product quality, and effective promotions to boost sales. Highlights : Price, product quality, and promotion significantly influence oil purchasing decisions. A sample of 96 respondents was analyzed using multiple linear regression. Findings emphasize the importance of competitive pricing and strong promotional strategies. Keywords: Price, Product Quality, Promotion, Purchasing Decisions, Oil
Co-Authors Herlinda Maya Kumala Sari, Herlinda Maya Kumala