Mazaraat Cheese Consumer Purchasing Decision
This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Prasetiya Mulya Publishing
2020-05-01
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| Series: | International Research Journal of Business Studies |
| Subjects: | |
| Online Access: | http://irjbs.com/index.php/jurnalirjbs/article/view/1686 |
| _version_ | 1819206883934732288 |
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| author | Indah Ria Lestari Ujang Sumarwan Istiqlaliyah Muflikhati |
| author_facet | Indah Ria Lestari Ujang Sumarwan Istiqlaliyah Muflikhati |
| author_sort | Indah Ria Lestari |
| collection | DOAJ |
| description | This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing
decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese. |
| first_indexed | 2024-12-23T05:14:41Z |
| format | Article |
| id | doaj.art-56b5fe88a0f441d2b1b53b702b837306 |
| institution | Directory Open Access Journal |
| issn | 2089-6271 2338-4565 |
| language | English |
| last_indexed | 2024-12-23T05:14:41Z |
| publishDate | 2020-05-01 |
| publisher | Prasetiya Mulya Publishing |
| record_format | Article |
| series | International Research Journal of Business Studies |
| spelling | doaj.art-56b5fe88a0f441d2b1b53b702b8373062022-12-21T17:58:52ZengPrasetiya Mulya PublishingInternational Research Journal of Business Studies2089-62712338-45652020-05-01131819810.21632/irjbs.13.1.81-98Mazaraat Cheese Consumer Purchasing DecisionIndah Ria Lestari0 Ujang Sumarwan1Istiqlaliyah Muflikhati2School of Business, IPB University, Jl. Raya Padjajaran, Bogor 16151, IndonesiaDepartment of Family and Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus of IPB Dramaga Bogor 16680, IndonesiaDepartment of Family and Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus of IPB Dramaga Bogor 16680, IndonesiaThis study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese.http://irjbs.com/index.php/jurnalirjbs/article/view/1686artisan cheesebrand awarnesscustomer perceived valueconsumer knowledgemarketing mixpurchase decision |
| spellingShingle | Indah Ria Lestari Ujang Sumarwan Istiqlaliyah Muflikhati Mazaraat Cheese Consumer Purchasing Decision International Research Journal of Business Studies artisan cheese brand awarness customer perceived value consumer knowledge marketing mix purchase decision |
| title | Mazaraat Cheese Consumer Purchasing Decision |
| title_full | Mazaraat Cheese Consumer Purchasing Decision |
| title_fullStr | Mazaraat Cheese Consumer Purchasing Decision |
| title_full_unstemmed | Mazaraat Cheese Consumer Purchasing Decision |
| title_short | Mazaraat Cheese Consumer Purchasing Decision |
| title_sort | mazaraat cheese consumer purchasing decision |
| topic | artisan cheese brand awarness customer perceived value consumer knowledge marketing mix purchase decision |
| url | http://irjbs.com/index.php/jurnalirjbs/article/view/1686 |
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