Factors Influencing Purchasing Decisions for UD Marroan's Crispy Peanuts, Siwaluompu Village, Tarutung District, North Tapanuli Regency
Abstract
Crispy peanuts are a type of processed food product characterized by diverse consumer preferences. UD Marroan was purposively selected as the research site because its crispy peanuts possess a crunchy texture and distinctive characteristics that set them apart from similar products on the market. This study aims to examine the factors influencing consumer purchasing decisions regarding UD Marroan's crispy peanuts. A survey method was employed, utilizing purposive sampling for both site selection and respondent recruitment. Logistic regression analysis was used to identify the effects of price, income, taste, brand, packaging, location, product quality, and promotion on consumer purchasing decisions. The analysis revealed that price has a significant, inverse (negative) effect on purchasing decisions, meaning that a price increase tends to lower the probability of a purchase. Conversely, income has a significant, positive effect, indicating that an increase in consumer income correlates with a higher probability of purchase. Meanwhile, the variables of taste, brand, packaging, location, product quality, and promotion did not have a significant impact on purchasing decisions. The study confirms that price and income are the two primary factors significantly influencing consumer decisions to purchase crispy peanuts from UD Marroan.References
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