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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

Analysis of Consumer Motives in Purchasing Decisions and the Use of Instant Cooking Seasonings

2021-05-16
Published
27-35
Pages
OPEN
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MA
Muhamad Al Faruq Abdullah
Fakultas Bisnis dan Ilmu Sosial, Program Studi Manajemen, Universitas Dian Nusantara, Jakarta, Indonesia
Abstract

Purpose: This study aims to discuss and analyze the purchase of Indofood’s spice blends in Tangerang, Indonesia. This study aims to determine customer purchasing decisions and consider individuals or organizations in developing marketing or sales policies or strategies by considering purchasing decisions in the market.

Research Methodology: The determination of the independent variables for this study was based on the results of a preliminary survey via Google Form for customers in the area where the main factors in purchasing decisions are evaluation quality and price. The population is the customer race of Indofood in the Tangerang area, with a sample of approximately 160 respondents. This study used SEM data analysis techniques and data processing using the Partial Least Squares (Smart-PLS) program. version 3.0. Partial least squares (PLS).

Results: The results show that product quality and price perception influence purchasing decisions for Indofood instant seasonings.

Conclusions: This study found that price perception has a significant influence on consumer purchasing decisions for Indofood’s instant seasoning products, making it the most critical factor in the decision-making process. These findings suggest that companies should focus on competitive pricing strategies while maintaining adequate product quality to attract and retain consumers.

Limitations: This study is limited by the use of a relatively small sample size, focusing only on specific variables such as product quality and price perception.

Contributions: This research contributes to the understanding of consumer behavior by analyzing the factors influencing purchase decisions for Indofood’s spice blends. The findings can guide marketing strategies to enhance consumer satisfaction and increase sales.

Consumer Motives Decision Purchase Perception Price Quality Product
How to Cite
Abdullah, M. A. F. . (2021). Analysis of Consumer Motives in Purchasing Decisions and the Use of Instant Cooking Seasonings. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(1), 27-35. https://doi.org/10.52909/jbemk.v1i1.24
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How to Cite

Abdullah, M. A. F. . (2021). Analysis of Consumer Motives in Purchasing Decisions and the Use of Instant Cooking Seasonings. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(1), 27-35. https://doi.org/10.52909/jbemk.v1i1.24
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