| Summary: | The aim of this study is to investigate factors affecting customer behaviours towards purchasing decisions of honey. A questionnaire was used to collect data; the data were analysed with a quantitative research method. Structural Equation Modelling is used to analyse the data, assess the network of structural relationships, and analyse the relationship between each factor in this research using the Partial Least Square method. Based on this relationship, the factors affecting customer purchasing decisions are analysed. The respondents are 400 customers spread all over Indonesia. The result shows that product quality and promotion significantly affect consumer purchasing decisions for honey. Consumers who repeat purchases are loyal consumers of a product. Therefore, to maintain consumer loyalty and to encourage them to continue purchasing honey products, Kembang Joyo Sriwijaya should maintain the quality of its products and carry out promotions as often as possible. The purchase decision can also affect the loyalty of consumers.
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