The Analysis of Consumer Decision in Buying Poor Rural Products
Andi Nasrawati Hamid, Muhammad Jufri, Adryan Yudhistira Purwanto
Adryan Yudhistira Purwanto
Available Online 27 October 2020.
- 10.2991/assehr.k.201027.017How to use a DOI?
- Buying decision, altruism, product, consumer
Products that have social value or impact on the poor will increase consumer purchasing decisions. This study aims to determine the effect of altruism on consumer purchasing decisions on products from the poor’s empowerment in Makassar. In this study, the subjects were 51 consumers who had bought products from the poor’s empowerment in Makassar. They were selected using the Accidental Sampling technique. This study uses the Simple Linear Regression test. The results showed a positive influence of altruism on buying decisions (p = 0.016, R-square = 0.113). This research is useful for entrepreneurs to hold better and highlight the value or social impact of the products being marketed.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Andi Nasrawati Hamid AU - Muhammad Jufri AU - Adryan Yudhistira Purwanto PY - 2020 DA - 2020/10/27 TI - The Analysis of Consumer Decision in Buying Poor Rural Products BT - Proceedings of the 3rd International Conference on Education, Science, and Technology (ICEST 2019) PB - Atlantis Press SP - 79 EP - 82 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.201027.017 DO - 10.2991/assehr.k.201027.017 ID - Hamid2020 ER -