Analysis of the Factors That Influence the Decision to Buy Chicken Eggs During the COVID-19 Pandemic

Abstract

The Covid-19 pandemic has caused consumer purchasing power to decline. Uncertainty and various restrictions have resulted in a weakening of the economy which has affected household consumption of various products or commodities, including chicken eggs. This paper aims to analyze the costumer decision to buy chicken eggs during the COVID-19 pandemic. The effect of marketing mix (4P) product, price, promotion and place on purchasing decisions might be different under abnormal conditions The research method used is an online and direct survey method to 100 housewives. The results of the analysis show the influence of the product, price, promotion and place toward the decision to buy chicken eggs during the pandemic. Partially the price variable has the highest influence on consumer decisions in purchasing eggs The results of this paper can be used as additional insight for producers and other researchers on which marketing mix should get more attention during this pandemic.