Preferensi Konsumen dan Faktor-Faktor yang Mempengaruhi Pembelian Produk Minyak Goreng Kemasan di Hypermart Mall Lippo Cikarang

Audia Silva Pratiwi; Slamet Abadi; Siti Mariyani

doi:10.61132/manuhara.v4i2.2750

Authors

Audia Silva Pratiwi Universitas Singaperbangsa Karawang
Slamet Abadi Universitas Singaperbangsa Karawang
Siti Mariyani Universitas Singaperbangsa Karawang

DOI:

https://doi.org/10.61132/manuhara.v4i2.2750

Keywords:

Consumer Preference, Cooking Oil, Friedman Test, Purchase Decision, Regression Analysis

Abstract

This study aims to analyze consumer preferences and the factors influencing the purchase of packaged cooking oil products at Hypermart Mall Lippo Cikarang. The study employed a descriptive quantitative approach involving 100 respondents who were consumers of packaged cooking oil products at Hypermart Mall Lippo Cikarang. Data were collected through observation, questionnaires, and literature review. Data analysis used the Friedman test to determine differences in consumer preferences and multiple linear regression analysis to identify the factors influencing purchasing decisions. The results showed significant differences in consumer preferences among packaged cooking oil brands, with a Chi-Square value of 23.448 and a significance value of 0.000. Based on the mean rank, Bimoli had the highest preference score of 3.61, followed by Sunco, Sania, Filma, and Tropical. The results of the multiple linear regression analysis showed that Price, Promotion, Packaging, Place, and Oil Color simultaneously had a significant effect on the purchase of packaged cooking oil, with an Adjusted R Square value of 0.648. Partially, Price and Place had a significant effect on purchasing, while Promotion, Packaging, and Oil Color had no significant effect. Place was the factor that had the greatest influence on the purchase of packaged cooking oil products. This study indicates that brand preference and consumers' consideration of price and ease of product availability are important aspects in purchasing packaged cooking oil at Hypermart Mall Lippo Cikarang.

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