The Influence of Consumer Preferences on Purchase Decisions for Instant Ginger Spice
DOI:
https://doi.org/10.35457/translitera.v15i2.6073Keywords:
consumer preferences, purchasing decisions, instant ginger spiceAbstract
This study aims to analyze the influence of consumer preferences on purchasing decisions for instant ginger spice products. A quantitative, explanatory research approach was employed. The study population consisted of 38 consumers of instant ginger spice products—an MSME (micro, small, and medium enterprise) offering—in Kuningan Village, Kanigoro District, Blitar Regency; all 38 individuals were included as respondents through a total sampling technique. Primary data were collected via a questionnaire using a five-point Likert scale and analyzed through validity and reliability testing, classical assumption testing, and a t-test, with the assistance of IBM SPSS. The regression analysis yielded a coefficient of 0.780, a calculated t-value of 4.796, and a significance level of less than 0.001. These findings indicate that consumer preferences have a positive and significant impact on purchasing decisions. Consequently, higher consumer preferences correlate with a greater propensity to purchase instant ginger spice. The results underscore the importance of understanding consumer preferences when formulating marketing strategies to enhance purchasing decisions.
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