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All Journal JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS SENMEA
Kusuma, Bela
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Keputusan Konsumen Dalam Membeli Minyak Goreng Di Kabupaten Nganjuk Bhirawa, Sigit Wisnu Setya; Larasati, Dyah Siti Ayu; Putri, Elvika Nungki Chintia; Kusuma, Bela; Anitasari, Silvia; Meilina, Restin
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 9 No 2 (2024): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v9i2.19895

Abstract

Research aim: This research analyzed the variables that influence the buying decision of cooking oil in Nganjuk Regency. Methods: The method used is quantitative analysis. Research Finding: The study's results show that the only variables significantly affecting purchasing decisions are price and personal factors, while product, promotion, and social factors do not. Personal factors, including age, occupation, economic situation, lifestyle, and personality, have the most dominant influence on the decision to buy cooking oil in Nganjuk Regency. Theoretical contribution/Originality: This study's results strengthen the consumer behavior theory by providing examples of how it is implemented in buying cooking oil in Nganjuk Regency. Practitioner implication: It can be the basis for policy-making to shift people's purchasing interest from bulk cooking oil to packaged cooking oil and can be the basis for determining cooking oil marketing strategies according to consumer behavior. Research limitation: Analysis of factors that influence buying decisions for cooking oil in the Nganjuk district in this study is limited to only product variables, price, promotion, personal factors, and social factors
ANALISIS PREFERENSI KONSUMEN DALAM MEMBELI MINYAK GORENG Larasati, Dyah Siti Ayu; Putri, Elvika Nungki Chintia; Kusuma, Bela; Anitasari, Silvia; meilina, Restin
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Abstract As one of the nine urgently needed, consumption of cooking oil increased from year to year. In 2021 the demand for cooking oil in Indonesia was higher than the supply, resulting in a fairly high price increase. The government is trying to anticipate this by setting HET but instead it creates a shortage of products so that this policy is revoked except for bulk cooking oil. This makes cooking oil producers prefer to sell their products in packaging so that the selling price is higher. As a result, consumers face the choice of having to queue for hours to get bulk cooking oil or spend more money to buy packaged cooking oil whose price is quite large. The purpose of this study is to answer the problem formulation (1) How do packaging, price, size, clarity, color, nutritional information, promotion, brand, and accessibility become the basis for consumers to buy cooking oil? (2) How can the order of packaging, price, size, clarity, color, nutritional information, promotion, brand, and accessibility become the basis for consumers to buy cooking oil? (3) What is the most dominant attribute in buying cooking oil? and (4) Based on the attributes of packaging, price, size, clarity, color, nutritional information, promotion, brand, and accessibility, consumers are more dominant in choosing bulk or packaged cooking oil. The method used is descriptive qualitative through in-depth interviews with 3 informants. The results show that price is the most dominant attribute in buying cooking oil preferences. The order of these attributes is different for each informant, but the most dominant attribute is the same price. Based on the analysis of each attribute, consumer preference is higher for bulk cooking oil because the price is cheaper.  
Co-Authors Larasati, Dyah Siti Ayu Putri, Elvika Nungki Chintia RESTIN MEILINA SB, Sigit Wisnu Silvia Anitasari, Silvia