Analysis of Factors Affecting Consumer Purchasing Decisions on Aice Ice Cream Using Partial Least Square (PLS) in Malang City)
Dr. Panji Deoranto, STP, MP., Masud Effendi, STP, MP., Gloria Elizabeth Malau, ST
Brawijaya University
Abstract
The development of the ice cream business in Indonesia is currently very fast with competition that is also getting tighter. Various brands of ice cream from different companies can easily be found in the market and more and more choices of ice cream for consumer consumption. In Malang City recently, new ice cream products have emerged. One of them is Aice ice cream products. The emergence of Aice ice cream has resulted in increased competition between ice cream one products and other ice cream products, so that businesses seek ways that can be used as an advantage in competition. One of the ways that can be done by companies to be able to compete is knowing the factors that influence consumer purchasing decisions on a product. The purpose of this study was to determine the effect of price, brand image and product quality on buying interest and purchasing decisions on Aice ice cream, and the influence of buying interest mediated the price, brand image, product quality variables on purchasing decisions. This study uses price variables (X1), brand image (X2), product quality (X3) on buying interest (Y1) and purchasing decisions (Y2), with a total sample of 100 respondents who had bought and consumed Aice ice cream products in six last month in Malang City. Data collection is done by distributing and interviewing consumers. Data processing using the PLS (Partial Least Square) method. The results of this study indicate that the price variable (X1), brand image (X2) and product quality (X3) significantly influence buying interest (Y1) and purchasing decisions (Y2). Interest buying variable (Y1) is able to mediate the relationship between price variable (X1), brand image (X2) and product quality (X3) on purchasing decisions (Y2). The variables that have the most dominant influence on purchasing decisions are product quality variables (X3).
Keywords: aice ice cream, purchase decision, PLS
Topic: AGROINDUSTRIAL PRODUCTION SYSTEM MANAGEMENT AND REGULATION