SOCIO-ECONOMIC, PERSONAL AND MARKETING FACTORS IN DETERMINING PURCHASING DECISIONS FOR FRESH PORK IN KUPANG CITY, INDONESIA

Abstract

This study aims were to analyze the influence of: 1) socio-economic, personal and marketing mix on consumer perceptions, 2) socio-economic, personal and marketing in determining purchasing decisions for fresh pork in Kupang City, and 3) socio-economic, personal and marketing through perceptions in determining purchasing decisions. The research was conducted in 3 sub-districts in Kupang City. The sampling technique in this study used a non-probability sampling method using purposive sampling technique. The results showed that: 1) socio-economic factors, personal, product, price, and promotion have a significant effect on consumer perceptions, while the location factor has an insignificant effect on consumer perceptions; 2) socio-economic factors, products, prices, and consumer perceptions have a significant effect on purchasing decisions for fresh pork in Kupang City, while personal, location, and promotion factors have an insignificant effect on purchasing decisions for fresh pork in Kupang City; 3) socio-economic, personal, product, price, and promotion factors have a significant effect in determining the decision to purchase fresh pork in Kupang City through consumer perceptions, while the location factor has an insignificant effect in determining the decision to purchase fresh pork in Kupang City through consumer perceptions.

Keywords

• socio-economic
• personal
• marketing
• consumer perception
• purchase decision