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  • 标题:Consumer Purchase Decision on Chicken-Nugget Purchasing Behavior in Semarang City
  • 本地全文:下载
  • 作者:Tania Adinda ; Mukson Mukson ; Edy Prasetyo
  • 期刊名称:SOCA (SOCIO-ECONOMIC OF AGRICULTURRE AND AGRIBUSINESS)
  • 出版年度:2021
  • 卷号:15
  • 期号:3
  • 页码:596-608
  • 语种:Indonesian
  • 出版社:SOCA (SOCIO-ECONOMIC OF AGRICULTURRE AND AGRIBUSINESS)
  • 摘要:Today, the level of processed-food consumption is significantly increasing. It is causing a high supply of this food by some business enterprises and tense competition between them. This study aimed to analyze the chicken-nugget consumer purchase decision-making, factors affected the purchase decision and the effect of those factors on the consumer purchase decision in Semarang City. This study employed a case-study method and involved 120 respondents aged <17 years old who purchase chicken-nugget products selected by accidental sampling technique. The descriptive, factor, and multiple linear regression analyses were used to analyze the study data. Results revealed that the chicken-nugget purchase decision process consisted of some steps: need identification, finding adequate information, alternative evaluation, purchase decision, and evaluation after product purchasing. This purchase-decision was simultaneously affected by cultural, social, personal, psychological, product, price, location, and promotion factors. Cultural, personal, psychological, product, and promotion factors partially affected the consumer purchase decision.
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