Authors :
Dimas Gusti Bagus Prayogo; Dipa Mulia
Volume/Issue :
Volume 8 - 2023, Issue 3 - March
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/40ajBjI
DOI :
https://doi.org/10.5281/zenodo.7735581
Abstract :
In the midst of the increasing need for world
and national cigarette consumption, it turns out that
Bentoel Group's performance is not in line with
expectations. The study evaluated product perceptions,
price perceptions, and promotional perceptions, through
social factors to suggest some improvements to improve
cigarette purchasing decisions. The online questionnaire
was developed and distributed on social media to collect
data and obtained 130 respondents of cigarette consumers
in Jabodetabek. This research method uses quantitative
methods with the Partial Least Square (PLS) - Structural
Equation Modeling (SEM) technique with the Smart PLS
3.0 program. The results of this study revealed that all
variables directly influence cigarette purchasing decisions.
Social factor variables can mediate product perceptions,
price perceptions, and promotional perceptions with
cigarette purchasing decisions
Keywords :
Product Perception, Price Perception, Promotion Perception, Social Factors, Cigarette Purchase Decisions.
In the midst of the increasing need for world
and national cigarette consumption, it turns out that
Bentoel Group's performance is not in line with
expectations. The study evaluated product perceptions,
price perceptions, and promotional perceptions, through
social factors to suggest some improvements to improve
cigarette purchasing decisions. The online questionnaire
was developed and distributed on social media to collect
data and obtained 130 respondents of cigarette consumers
in Jabodetabek. This research method uses quantitative
methods with the Partial Least Square (PLS) - Structural
Equation Modeling (SEM) technique with the Smart PLS
3.0 program. The results of this study revealed that all
variables directly influence cigarette purchasing decisions.
Social factor variables can mediate product perceptions,
price perceptions, and promotional perceptions with
cigarette purchasing decisions
Keywords :
Product Perception, Price Perception, Promotion Perception, Social Factors, Cigarette Purchase Decisions.
