Indonesian Journal of Law and Economics Review
Vol 18 No 4 (2023): November
Marketing Management

Factors Influencing Consumer Purchase Decisions: A Study on Pawon Klotok Ning Ninik Products in Surabaya
Faktor-faktor yang Mempengaruhi Keputusan Pembelian Konsumen: Sebuah Studi pada Produk Pawon Klotok Ning Ninik di Surabaya


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  • Anneke Chitra Ghianti,
  • Rita Ambarwati Sukmono*
Anneke Chitra Ghianti
Universitas Muhammadiyah Sidoarjo, Indonesia
Rita Ambarwati Sukmono
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i4.975
Published September 15, 2023
Keywords
  • Consumer Purchase Decisions,
  • Pawon Klotok Ning Ninik,
  • Packaging,
  • Product Quality,
  • Brand Influence
How to Cite
Ghianti, A. C., & Sukmono, R. A. (2023). Factors Influencing Consumer Purchase Decisions: A Study on Pawon Klotok Ning Ninik Products in Surabaya. Indonesian Journal of Law and Economics Review, 18(4). https://doi.org/10.21070/ijler.v18i4.975

Copyright (c) 2023 Anneke Chitra Ghianti, Rita Ambarwati Sukmono

Creative Commons License

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

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Abstract

This quantitative study investigates the impact of packaging, product quality, price, and brand on consumer purchasing decisions for Pawon Klotok Ning Ninik products in Surabaya. Employing non-probability accidental sampling, data from 97 consumers who purchased these products were analyzed using IBM SPSS Statistics version 22. The findings confirm that packaging, product quality, price, and brand individually influence purchasing decisions, and collectively, they significantly impact consumer choices. This research sheds light on the dynamics of consumer behavior in the context of food products and provides valuable insights for marketers and businesses seeking to enhance their market strategies.

Highlights:

  • The study explores factors influencing consumer purchase decisions.
  • Pawon Klotok Ning Ninik products in Surabaya serve as the research context.
  • Packaging, product quality, and brand significance in consumer choices are highlighted.

Keywords: Consumer Purchase Decisions, Pawon Klotok Ning Ninik, Packaging, Product Quality, Brand Influence

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