<![CDATA[The agroindustry plays a crucial role in increasing the value added of agricultural products, particularly poultry commodities. This is achieved by processing raw materials into higher value products that meet the growing consumer demand for ready to eat foods, such as chicken nuggets. This study was conducted in Tenggarong Subdistrict, Kutai Kartanegara Regency. A non probability sampling method was used, specifically random sampling. A total of 204 participants were included in the sample, as calculated using Lemeshow’s formula. The study utilized both secondary and primary data. The results indicate that the variables Income (X1) and Price (X2) showed positive and significant results, while the variables Brand (X3) and Packaging (X4) showed positive but non significant results, and Promotion (X5) showed a negative and significant result. These findings align with the principles of utilitarian consumption, particularly regarding chicken nugget products, and simultaneously indicate that marketing initiatives have not yet been fully effective in the poultry agroindustry sector. Furthermore, the negative impact of X5 opens opportunities for further research on the effectiveness of marketing strategies applied to low involvement products.]]>
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