Agroindustrial Journal
Vol 8, No 2 (2021)

Determining Marketing Channel Preference: A Case Study of Chocolate Drink’s Consumer Preferences

Moh Wahyudin (Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada)
Firda Safira Yulianti (Unknown)
Wagiman Wagiman (Unknown)

Article Info

Publish Date
30 Aug 2022

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.

Copyrights © 2021




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Agroindustrial Journal
Website

Abbrev

agroindustrial

Publisher

Universitas Gadjah Mada

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Social Sciences

Description

The journal publishes original research paper and review paper based on topics coverage but not limited to: 1. Industrial systems and management 2. Bio-industry 3. Production systems 4. Quality analysis and standardization 5. Systems analysis and industrial simulation 6. Product engineering and ...