Factors Affecting The Decision Of Local Culinary Selection Based On Consumer Behavior
Rina Kurniawati (a*), Reka Rubiansyah (a), Andri Ikhwana (a), Wahyu Andriyas kurniawan (a), Hilmi Aulawi (a)

Sekolah Tinggi Teknologi Garut
JL. Mayor Syamsu No. 01 Jayaraga Tarogong Kidul Garut 44151, Indonesia
*rinakurniawati[at]sttgarut.ac.id

Abstract

Changes in the global environment and intense competition to get the attention of consumers to choose the products produced to have an impact on consumer behavior in choosing products offered by producers. Changes in consumer behavior must be identified by businesses that produce local culinary products. The purpose of this study is that consumers can accept local culinary, so it is necessary to know what factors influence consumer behavior to be able to compete in the market. This research method uses a quantitative approach using a factor analysis method with the help of SPSS software, Primary data obtained by distributing questionnaires to 100 respondents and carried out randomly. Based on the results of the study, the factors that influence consumer behavior are obtained, nine factors that influence them include lifestyle, media, location, price, product, personal, taste, price cuts, and guarantees. Furthermore, for culinary to be competitive and sustainable in the global market, it must develop strategies including innovating products, determining strategic business locations, promotions, appropriate pricing, and providing guarantees.

Keywords: Affecting; Decision; Consumer; Behavior; analysis method

Topic: Industry Engineering