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All Journal agriTECH Journal of Judicial Review Agroindustrial Journal JURNAL HUKUM STAATRECHTS
Wagiman Wagiman
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Agroindustrial Journal

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Determining Marketing Channel Preference: A Case Study of Chocolate Drink’s Consumer Preferences Moh Wahyudin; Firda Safira Yulianti; Wagiman Wagiman
Agroindustrial Journal Vol 8, No 2 (2021)
Publisher : APTA and DTIP FTP UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v8i2.76722

Abstract

Nowadays, e-commerce has become increasingly common among businesses. However, there is still a lack of determining marketing channel preferences between offline and online. Therefore, the company needs to consider the various factors that consumers consider when choosing a particular marketing channel. This study aims to find the marketing channels that consumers consider the most in buying instant chocolate drinks. The research was conducted in Indonesia and used the Analytic Hierarchy Process method to assess and determine the order of priority. The most preferred marketing channel by consumers to get instant chocolate drinks is the modern store. Then followed by the e-marketplace channel and social media channel.
Co-Authors A.M. Madyana Adi Kusuma Elza Syarief Firda Safira Yulianti Guntarti Tatik Mulyati Lindasari Novianti Moh Wahyudin Raja Syaiful Anwar Ratu Intan Putri Rendra Topan Rina Shahriyani Shahrullah Suharyati Suharyati Surya Rizal Yovita Yovita