About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline
LOG IN
LOG IN

48 Technium Soc. Sci. J. 1 (2023)

handle is hein.journals/techssj48 and id is 1 raw text is: Technium Social Sciences Journal Vol. 48, 1-11, October, 2023 ISSN: 2668-7798 SOCIAL SCIENCES JOURNAL www.techniumscience.com Effects of Product Pricing, Product Packaging, and Place on Consumer Buying Behavior through Customer Satisfaction Albert Dimas Lejiw, Achmad Fauzi Faculty of Administrative Science, Universitas Indonesia, Indonesia afauzi@ui.ac.id Abstract. This study aims to analyze the effect of product pricing and product packaging on consumer buying behavior through customer satisfaction. This research was carried out by distributing questionnaires via Google Form to 125 respondents who are Mixue consumers in the Jakarta metropolitan area, at least 17 years old, have made at least 2 product purchases in the last six months, and know Mixue products and prices. This study used a quantitative approach by collecting data through surveys and purposive sampling. The data obtained was processed via SEM with SmartPls software. This research finds that product pricing significantly affects consumer buying behavior (p-value 0.0). Product packaging also directly and significantly influences consumer buying behavior (p-value 0.0). The place also directly and significantly influences consumer buying behavior (p-value 0.033). Customer satisfaction also directly and significantly influences consumer buying behavior (p-value 0.0). Product pricing positively and significantly influences consumer buying behavior through customer satisfaction. Product packaging positively and significantly influences consumer buying behavior through customer satisfaction (p-value 0.030). The place also positively and significantly influences consumer buying behavior through customer satisfaction (p-value 0.040). Keywords. Product Pricing, Product Packaging, Place, Consumer Buying Behavior, Customer Satisfaction 1. Introduction The food and beverage industry is one of the industries that can adapt well to change. This industry is inseparable from the fact that food and beverages have been human biological needs since birth. Industry players in the food and beverage sector continuously make changes by introducing something new or by responding to the needs of society. Globalization has also contributed to the development of the food and beverage industry, offering a more comprehensive range of options for the general public (Black, 2016). This condition, of course, presents a significant opportunity to be utilized with constant demand. Indonesia's food and beverage industry is filled with domestic and foreign players. Their presence demonstrates substantial potential, especially considering Indonesia's large population. However, according to Roesfitawati (2020), there are several challenges in Indonesia's food and beverage industry. The first challenge is the requirements to enter the market related to regulations such as food safety, market access, production sustainability, and delivery times. The second challenge is the 1

What Is HeinOnline?

HeinOnline is a subscription-based resource containing thousands of academic and legal journals from inception; complete coverage of government documents such as U.S. Statutes at Large, U.S. Code, Federal Register, Code of Federal Regulations, U.S. Reports, and much more. Documents are image-based, fully searchable PDFs with the authority of print combined with the accessibility of a user-friendly and powerful database. For more information, request a quote or trial for your organization below.



Short-term subscription options include 24 hours, 48 hours, or 1 week to HeinOnline.

Purchase Access

Contact us for annual subscription options:

Contact Us

Already a HeinOnline Subscriber?

Log In

profiles profiles most