Analysis of the Factors That Influence the Decision to Buy Chicken Eggs During the COVID-19 Pandemic
Ari Brihandhono, Waluyo Edi Susanto
Available Online 14 April 2021.
- https://doi.org/10.2991/assehr.k.210413.073How to use a DOI?
- purchase decision, product, price, promotion, place
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Ari Brihandhono AU - Waluyo Edi Susanto PY - 2021 DA - 2021/04/14 TI - Analysis of the Factors That Influence the Decision to Buy Chicken Eggs During the COVID-19 Pandemic BT - Proceedings of the 2nd Annual Conference on Social Science and Humanities (ANCOSH 2020) PB - Atlantis Press SP - 319 EP - 321 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210413.073 DO - https://doi.org/10.2991/assehr.k.210413.073 ID - Brihandhono2021 ER -