The Influence Of Perception On Purchasing Decision Of Soy Sauce Sachet In Rural And Urban Area

  • Hazrina Rachmawati Department of Family and Consumer Sciences. Faculty of Human Ecology Bogor Agricultural University
  • Istiqlaliyah Muflikhati Department of Family and Consumer Sciences. Faculty of Human Ecology Bogor Agricultural University
Keywords: perception, purchasing behaviour, purchasing decision, soy sauce package

Abstract

Nowadays. the soy sauce is sold in various of sizes plastic package from a large size to sachet. It is. therefore. very important to analyze the factors that influence the purchasing decision of soy sauce sachet. The study was conducted in Kebon Kalapa Subdistrict. Bogor  District as an urban area and Galuga Subdistrict. Bogor Disctrict as a rural area. One hundred and seventy-four households became the subject of the study and they were chosen by simple random sampling. The data were analyzed by using Chi-square. Independent sample t-test. Pearson correlation. and logistic regression. The result of the study showed that in rural area. the number of family members and price perception on purchasing decisions toward the soy sauce sachet influenced significantly. Overall. the price perception significantly influenced the purchasing decisions toward the soy sauce sachet. 

Published
2017-09-01
How to Cite
Rachmawati, H., & Muflikhati, I. (2017). The Influence Of Perception On Purchasing Decision Of Soy Sauce Sachet In Rural And Urban Area. Journal of Consumer Sciences, 2(2), 1-14. https://doi.org/10.29244/jcs.2.2.1-14