Analysis of Consumer Preferences on Product Purchasing Decisions at Resto Kemuning Jember Regency

Abstract

A set of marketing tools, the marketing mix, is used by Resto Kemuning of Politeknik Negeri Jember (Polije) in analyzing consumer preferences regarding product purchasing decisions. The aim of this research is to analyze consumer preferences for product purchasing decisions at Resto Kemuning Polije. The sampling technique was an accidental sampling method. The results of the chi-square analysis show that all variables are significantly different at the 95% confidence level, meaning that consumer preferences regarding product purchasing decisions at Resto Kemuning Polije differ. Based on Fishbein's analysis, it is known that the most considered attributes are environmental conditions and product quality. The environmental condition and product quality attributes are +14.39 and +13.19. The implication of this research is that Resto Kemuning Polije needs to increase the product supply according to consumer tastes and preferences. Its products should also remain hygienic.