Authors : Tri Mahawijaya Herlambang

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/2wx2f853

Scribd : http://tinyurl.com/47czhnr6

DOI : https://doi.org/10.5281/zenodo.10608432

Abstract : The purpose of this study is to determine the components that influence purchasing decisions and buyers' dedication to frozen food products. A total of 125 customers of Allchickenmart frozen food store in Cilangkap, East Jakarta, were surveyed using quantitative methods. Using the Partial Least Squares Structural Equation Model (PLS-SEM), information is tested to see how value, progress, and brand image affect purchasing decisions and customer loyalty. This test is expected to provide significant experience for associations in creating a more grounded feature framework. The results show that brand image and cost affect purchasing decisions and buyer loyalty. Cost affects purchasing decisions but does not affect buyer dependence. While progress does not affect purchasing decisions and buyer loyalty. Purchasing decisions affect customer constancy. The insignificant results are due to dependency factors, such as cost and progress. In line with this, it can be assumed that brand image and cost have a significant role in the buyer's purchase decision, which then, at that point, adds to customer dependence.

Keywords : Price; Promotion; Brand Image; Purchasing Decision; Customer Satisfaction.