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All Journal Jurnal Mirai Management Jurnal STEI Ekonomi Jurnal Akuntansi dan Manajemen BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat International Journal of Economy, Education and Entrepreneurship (IJE3) Entrepreneurship and Community Development
Megayani, Megayani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Other

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Journal : Jurnal Akuntansi dan Manajemen

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Understanding consumer behavior in choosing bear brand milk products using the Analytical Hierarchy Process (AHP) method Prabantoro, Gatot; Amanah, Aam; Megayani, Megayani; Mulyati, Ade
Jurnal Manajemen Vol 21 No 1 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jam.v21i1.1405

Abstract

This research aims to understand the behavior of consumers of BB milk products using the Analytic Hierarchy Process (AHP) method. This research uses a qualitative method with analysis using the AHP method to help determine consumer choices in choosing the BB milk products they consume by considering price, promotion, packaging, location, and product benefits. Data and information were collected through in-depth interviews with 21 informants who were consumers who frequently consumed BB milk products, then the data and information were converted into questionnaire answers and processed using the AHP method. The research results show that consumers mostly consider product benefits and strong promotions as the basis for decisions before purchasing BB milk products. The most frequently purchased product variant is BB Original.
Co-Authors Amanah, Aam Anthonio, Dean Salomo Chandra, Rama Dwi Larasati, Joko Bagio Santoso, Ginanjar Syamsuar, Dzulfikar, Muhammad Ali Faruqi, Faris Ginanjar Syamsuar Haidina, Nur Kawung, Goerge M.V. Khoiriyah, Maisa Nur Lovita, Erna Mufid, Zhafran Mulyati, Ade Mustika, Maya Prabantoro, Gatot Preztika Ayu Ardheta Rimi Gusliana Mais S, Dwi Windu Siwu, Hanly F.J Zainal Abidin