What Drives Consumers to Buy Comfeed Feed? Study at Rissa Mandiri Shop in Magetan
DOI:
https://doi.org/10.59525/jess.v4i1.766Keywords:
Product Quality, Product Attributes, Product Variants, Purchase Decision, Comfeed FeedAbstract
This study aims to analyze the influence of product quality, product attributes, and product variants on the purchase decision of Comfeed feed at the Rissa Mandiri Coconut Source Store in Magetan. The research background is based on the importance of understanding consumer preferences in choosing quality animal feed to support livestock productivity. This study uses a quantitative approach with a survey method of 196 store consumer respondents. The data was analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results of the study show that product quality, product attributes, and product variants simultaneously have a significant effect on purchasing decisions. Partially, each independent variable also has a positive influence on purchasing decisions. These findings confirm the importance of improving product quality, features, and variety as a marketing strategy to increase consumer satisfaction and loyalty in the animal feed sector.
References
Abdurrahim. (2023). Faktor-Faktor Penentu Keputusan Konsumen dalam Pembelian Pakan Ternak. Jurnal Agribisnis, 18(2), 105–114.
Aisyah, R., Sari, M., & Azis, A. (2024). Pengaruh Kualitas Produk terhadap Kepuasan Konsumen di Industri Peternakan. Jurnal Peternakan Indonesia, 29(1), 45–53.
Aisyah, R., Sari, M., & Azis, A. (2024). Pengaruh Kualitas Produk terhadap Kepuasan Konsumen di Industri Peternakan. Jurnal Peternakan Indonesia, 29(1), 45–53.
Darmawan, H., & Arifin, Z. (2021). Strategi Diversifikasi Produk dalam Industri Pakan Ternak. Agribusiness Journal, 16(4), 212–220.
Fauzi, A. (2021). Perilaku Konsumen dalam Pembelian Produk Peternakan. Jurnal Ekonomi dan Bisnis, 10(3), 150–158.
Fauzi, A. (2021). Perilaku Konsumen dalam Pembelian Produk Peternakan. Jurnal Ekonomi dan Bisnis, 10(3), 150–158.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Hameed, W. U., Basheer, M. F., Iqbal, J., Anwar, A., & Ahmad, H. K. (2018). Determinants of firm’s open innovation performance and the role of R&D department: An empirical evidence from Malaysian SME’s. Journal of Global Entrepreneurship Research, 8(1), 1–20.
Haris, A., & Welsa, H. (2018). Pengaruh kualitas produk dan harga terhadap keputusan pembelian. Jurnal Manajemen dan Bisnis, 7(2), 45–52.
Ibrahim, H., & Thawil, M. (2019). Peran Kualitas Pakan dalam Produktivitas Ternak. Jurnal Nutrisi Ternak, 11(1), 25–33.
Imanulah, M., Rahmawati, D., & Anshori, Y. (2022). Pengaruh variasi produk dan harga terhadap kepuasan konsumen. Jurnal Ilmu Ekonomi dan Bisnis Islam, 10(1), 89–97.
Kabeakan, A., Alqamari, F., & Yusuf, N. (2020). Manajemen Mutu Produk Pakan dan Kepuasan Pelanggan. Journal of Agricultural Management, 8(2), 101–110.
Kotler, P., & Armstrong, G. (2017). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2018). Marketing management (15th ed.). Pearson Education.
Nurfauzi, M. (2023). Pengaruh Faktor Psikologis dalam Pengambilan Keputusan Konsumen. Jurnal Psikologi Konsumen, 5(1), 67–74.
Nurfauzi, M. (2023). Pengaruh Faktor Psikologis dalam Pengambilan Keputusan Konsumen. Jurnal Psikologi Konsumen, 5(1), 67–74.
Prabowo, R., & Mahfudz, M. (2021). Pengaruh Label dan Sertifikasi Produk terhadap Kepercayaan Konsumen. Jurnal Manajemen Pemasara
Prabowo, R., & Mahfudz, M. (2021). Pengaruh Label dan Sertifikasi Produk terhadap Kepercayaan Konsumen. Jurnal Manajemen Pemasaran, 13(2), 90–97.
Pratiwi, N. (2019). Atribut Produk dan Pengaruhnya terhadap Keputusan Pembelian Konsumen. Jurnal Pemasaran, 14(3), 200–208.
Pratiwi, N. (2019). Atribut Produk dan Pengaruhnya terhadap Keputusan Pembelian Konsumen. Jurnal Pemasaran, 14(3), 200–208.
Suariet, L., Nugroho, D., & Saputra, A. (2019). Loyalitas Konsumen dalam Industri Pakan Ternak. Jurnal Bisnis dan Loyalitas, 7(2), 88–96.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dani Adi Saputra, Hadi Sumarsono, Naning Kristiyana
This work is licensed under a Creative Commons Attribution 4.0 International License.
