Authors:

Dewi Nuraini, Mukhamad Najib

Abstract:

“The aims of this research are to compare characteristic differences of milk consumers in traditional and modern market, to analyze the influence of environmental factor (cultural, social class, individual, family and situation) on milk consumer buying decision in traditional and modern market, and to analyze the dominant sub-factors in influencing consumer to buy milk product in both market. This research was conducted in Pasar Anyar Bogor and Giant Hypermart Botani Square Bogor from February until April 2015. The data used was primary data collected through questionnaire and analyzed by using Structural Equation Modeling (SEM) through Partial Least Square (PLS) approach.The results show that individual factor and family factors emerge as environmental sub-factor which affect positively buying decision of milk product both in traditional and modern market. As a whole, the impact environmental factor on milk consumer buying decision is 72,6% in traditional market and 78% in modern market”

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PDF:

https://jurnal.harianregional.com/jmbk/full-15797

Published

2021-11-09

How To Cite

NURAINI, Dewi; NAJIB, Mukhamad. PENGARUH FAKTOR LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU DI PASAR TRADISIONAL DAN MODERN (Studi Kasus: Pasar Anyar Bogor dan Giant Botani Square).Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], oct. 2015. ISSN 2302-8890. Available at: https://jurnal.harianregional.com/jmbk/id-15797. Date accessed: 02 Jun. 2025.

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Issue

Volume 9 Nomor 2 Tahun 2015

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License