A Study on The Impact of Price, Health, Taste, and Smell on Consumer Purchasing Decision Making of Palm Oil Brands in Indonesia

Abstract

This study examines the influence of price, health, taste, and smell on consumer purchasing decisions for edible palm oil in Jakarta, Indonesia. A binary logistic regression analysis was conducted on a sample of 150 individuals to identify the significant determinants influencing behavior. The findings indicate that only price provided a statistically significant influence on consumer purchasing decisions. Health concerns and sensory perceptions such as taste and smell did not have a significant influence. The results indicate that economic factors are crucial in Jakarta consumer decisions of a palm oil brand. This suggests that pricing takes priority over health or sensory factors in decision-making.