Analisis Keputusan Konsumen Dalam Membeli Minyak Goreng Di Kabupaten Nganjuk

Abstract

Research aim : This research was to analyze the variables that influence the buying decision of cooking oil in Nganjuk regency.

Design/Methode/Approach : The method used is quantitative analysis with multiple linear regression tests of five independent variables and one dependent variable.

Research Finding : The results of the study show that the only variables that have a significant effect on purchasing decisions are price and personal factors, while product, promotion, and social factors do not have a significant effect on purchasing decisions. 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 : The results of this study strengthen the theory of consumer behavior by providing examples of its implementation in buying cooking oil in Nganjuk Regency.

Practitionel/Policy implication : Analysis of the influence of product, price, promotion, social and personal factors to understand the extent to which consumer preferences for product quality, price differences, promotion of packaged cooking oil, social and personal factors that underlie product selection so that they can be used as a basis for decision making to divert people's buying interest from bulk cooking oil to packaged cooking oil as well as being 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 Nganjuk district in this study is limited to only product variables, price, promotion, personal factors and social factors