Quality Dimensions of Purchase Behavior Decision on Fishery Products
Abstract: The role of fishery
product has been developed and acknowledged in terms of food security both as
income sources and food supplies for developing countries. On the other hand,
quality control has become a challenge in overcoming consumers’ decision to
purchase the products. The objective of research is to understand and evaluate
consumer behavior in purchasing the products in regards to quality dimension on
fishery products by using non-probability sampling technique to 142 consumers
in three different locations in Pontianak (shops, mini/supermarkets, and local
markets). Data were gathered by in-depth interviews divided into four
categories consisting of consumer profiles; product knowledge; perception and
preference; and quality dimension variable with conjoint analysis. The result
shows that price, flavor, moistness, texture, nutrition, packaging color, and
packaging size do not affect consumers’ decision to purchase the products. On
the contrary, package durability attribute is the primary factor in their
decision to purchase, and it is then followed by packaging material, availability,
flavor, guarantee, guarantee source, brand, packaging form, and product form.
This is beneficial for producers to improve the quality factors and develop
market opportunities in the future. Besides, consumers can obtain information
on product characteristics to fulfill their expectation and satisfaction.
Keywords: conjoint analysis,
fishery products, non-probability sampling, purchase behavior, quality
dimensions
Penulis: Nurliza, Eva Dolorosa
Kode Jurnal: jppertaniandd170488
