Analisis Preferensi Pembeli Dalam Membeli Chicken Nugget Di Pasar Swalayan Superindo Semarang
نویسندگان
چکیده
ABSTRAKPeningkatan konsumsi daging olahan dan pertumbuhan jumlah perusahaan yang menawarkan produk sejenis menimbulkan persaingan pasar. Penelitian ini bertujuan untuk menganalisis proses pengambilan keputusan pembelian chicken nugget faktor-faktor mempengaruhi di Kota Semarang. Metode penelitian menggunakan metode survei pada Pembeli dilakukan 4 Pasar Swalayan Semarang ditentukan secara purposive. Pengambilan responden accidental sampling. Jumlah digunakan dalam adalah 120 dengan kriteria berusia dewasa minimal 17 tahun pernah membeli Data dianalisis analisis deskriptif, faktor regresi linier berganda. Hasil menunjukkan bahwa terdiri dari tahap pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, pasca pembelian. Faktor budaya, sosial, pribadi, psikologis, produk, harga, lokasi promosi berpengaruh serempak terhadap nugget. Secara parsial, signifikan
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ژورنال
عنوان ژورنال: AGROMEDIA
سال: 2022
ISSN: ['2721-3080', '2721-3153']
DOI: https://doi.org/10.47728/ag.v40i2.359