Consumers purchasing decisions on local and national retail bakery products based on price

Abstract

Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand. One of the important factors in the decision to purchase a product is the price. Price is the amount of money needed to get some combination of goods along with services. The purpose of the study is to know the influence of price towardsthe consumers decision purchase of local and national retail bakery products. The population of this research are undergraduate students who are active in Universitas Syiah Kuala. The samples are taken 374 students based on systematic random sampling method. Linear regression analysis technique is used to get result. The results showed that price effect significantly to the purchasing decisions of packaging bread. The magnitude of the influence of these variables about 42,6%.