Mazaraat Cheese Consumer Purchasing Decision

Abstract

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. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen Mazaraat, menganalisis pengaruh nilai persepsi konsumen, kesadaran merek, pengetahuan konsumen, dan bauran pemasaran terhadap keputusan pembelian konsumen keju Mazaraat, dan menyusun Implikasi manajerial yang tepat guna meningkatkan keputusan pembelian konsumen Mazaraat. Penelitian menggunakan 158 konsumen lokalMazaraat sebagai responden yang disurvei menggunakan kuesioner dan data yang diperoleh diolah menggunakan SEM-PLS. Hasil penelitian menunjukkan variabel nilai persepsi konsumen, kesadaran merek, dan produk memiliki pengaruh positif dan signfikan terhadap keputusan pembelian. Sedangkan, pada variabel pengetahuan konsumen, promosi, harga, dan lokasi tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Secara keseluruhan, produk memiliki pengaruh total yang besar secara langsung dan tak langsung terhadap keputusan pembelian keju Mazaraat. Perusahaan harus memperhatikan variabel bauran pemasaran dan variabel penghubung lain untuk meningkatkan keputusan pembelian keju Mazaraat.

Effect of Brand Awareness, Price, and Promotion on Purchase Decision on Smartphones

“…Indah Ria Lestari et al, (2020) state that brand awareness is awareness related to the ability of consumers to remember and recognize brands included in product categories. The results of research conducted in this journal found that brand awareness has a positive and significant effect on purchase decisions on Mazaraat Cheese products.…”

“…Indah Ria Lestari et al, (2020) define promotion as consumer perceptions of marketing activities. The results found that promotion did not have a significant effect on purchase decisions.…”