The Journal of Economics, Marketing and Management (융합경영연구)

International Convergence Management Association (국제융합경영학회)
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Factor Affecting Customer Purchasing Decision of Poultry Product in Indonesia

  • Received : 2023.07.14
  • Accepted : 2023.08.05
  • Published : 2023.08.31
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Abstract

Purpose: In a business, it is very important to be able to pay attention to consumers. When making a purchase, consumers will first evaluate until they make a purchase decision. This study was conducted to analyze the effects of price, promotion, and product quality on consumer purchasing decisions on poultry feed. Research design, data, and methodology: The research was conducted quantitatively using the Google Form Survey instrument to collect respondent data. The population of this research is poultry feed consumers in Indonesia. Ninety-two respondents participated in this study. Results: The findings revealed that all the independent variables used in this research contribute significantly to determining customer purchase decisions. Conclusions: The results of the study found that price, promotion, and product quality had positive and significant effects on consumer purchasing decisions for poultry products

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