Management Studies and Entrepreneurship Journal (MSEJ)
Vol. 4 No. 6 (2023): Management Studies and Entrepreneurship Journal (MSEJ)

The Role Of Consumer Engagement, Preferences, And Opinions In Shaping The Market For Packaged Sambal Products

Elma Kania (Universitas Kristen Maranatha)
Surya Setyawan (Universitas Kristen Maranatha)

Article Info

Publish Date
02 Nov 2023

Abstract

This study examines the role of consumer engagement, preferences, and opinions in shaping the market for packaged chili sauce products. Using a quantitative research approach and descriptive statistical analysis, data for this study was collected from the TikTokShop platform, with a focus on eatsambel brands. The findings indicate that consumer interests, perceptions, and actions have a significant and positive influence on the decision to purchase and provide valuable insights for marketers and businesses in the packaged chili sauce industry, emphasizing the importance of understanding the lifestyle aspects of consumers to better meet their needs and preference.

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Journal Info
Management Studies and Entrepreneurship Journal (MSEJ)
Website

Abbrev

msej

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Decision Sciences, Operations Research & Management

Description

Management Studies and Entrepreneurship Journal (MSEJ) is published by Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI) as an information and communication media for practitioners, researchers and academics who are interested in the field of management (Finance, Human Resource, ...