Indonesian Journal of Law and Economics Review
Vol 19 No 4 (2024): November
Marketing Management

Consumer Preferences for Sunco Cooking Oil as a Daily Necessity
Preferensi Konsumen terhadap Minyak Goreng Sunco sebagai Kebutuhan Harian


  • Rizki Khurrota Akyun,
  • Herlinda Maya Kumala Sari*
*

(*) Corresponding Author
DOI: https://doi.org/10.21070/ijler.v19i4.1226
Published October 25, 2024
Keywords
  • Price,
  • Product Quality,
  • Promotion,
  • Purchasing Decisions,
  • Oil
How to Cite
Akyun, R. K., & Sari, H. M. K. (2024). Consumer Preferences for Sunco Cooking Oil as a Daily Necessity. Indonesian Journal of Law and Economics Review, 19(4), 10.21070/ijler.v19i4.1226. https://doi.org/10.21070/ijler.v19i4.1226

Copyright (c) 2024 Rizki Khurrota Akyun, Herlinda Maya Kumala Sari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

Background: The fluctuating prices and availability of vegetable oils have raised concerns in consumer markets. Specific Background: Key factors like price, product quality, and promotion need closer examination to understand purchasing decisions. Knowledge Gap: Limited research addresses the combined impact of these factors on consumer behavior. Aims: This study aims to assess the influence of price, product quality, and promotion on oil purchasing decisions. Results: Based on quantitative analysis of 96 respondents, price, product quality, and promotion significantly affect purchasing decisions. Novelty: This research highlights the combined effect of these factors, offering new insights into consumer choices. Implications: The findings suggest that businesses should focus on competitive pricing, product quality, and effective promotions to boost sales.

Highlights :

 

  • Price, product quality, and promotion significantly influence oil purchasing decisions.
  • A sample of 96 respondents was analyzed using multiple linear regression.
  • Findings emphasize the importance of competitive pricing and strong promotional strategies.
 

Keywords: Price, Product Quality, Promotion, Purchasing Decisions, Oil

 

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