ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PROSES KEPUTUSAN PEMBELIAN AYAM REGULER PADA WAROENG SAMBAL BAKAR DI KOTA BENGKULU

Lifestyle changes and culinary competition encourage the importance of analyzing
factors that influence purchasing decisions. Waroeng Sambal Bakar in Bengkulu City is
interesting to study because it has succeeded in attracting consumers through superior
products, affordable prices, active promotions, and strategic locations. This study aims to
analyze consumer assessment of 4P (product, price, promotion, place), analyze the
category of decision-making process for purchasing regular chicken at Waroeng Sambal
Bakar in Bengkulu City, and analyze the effect of 4P assessment on regular chicken
purchasing decisions at Waroeng Sambal Bakar in Bengkulu City. The data used are
primary and secondary data. The data analysis method uses SEM-PLS.
The results showed that consumer assessment of the 4Ps (product, price, promotion,
place) of regular chicken at Waroeng Sambal Bakar in Bengkulu City was in a good
category with the following details: Product quality 4.07 (Good), price 4.02 (Good),
promotion 4.37 (Good), and location 4.34 (Good). Then the Purchasing Decision making
process is in the necessary category with the following details: Recognition of Needs
(3.88), Information Search (4.17), Evaluation of alternatives (3.96), Purchase decisions
(3.93) and Post-purchase evaluation with a score of (4.02). Thus it can be concluded that it
is necessary to make a Purchase Decision making process with an average total score of
3.99. And the test results with SEM-PLS show that the variables of product quality and
price have a positive and significant effect on purchasing decisions, but the variables of
promotion and location have no effect.
Keywords: Purchase Decision, Consumer Assessment, SEM-PLS.