The Influence of Product Quality, Price, and Information on Buying Decisions of Bulk Cooking Oil in Wringinanom District, Gresik District

Abstract

The price of bulk cooking oil in East Java, which has decreased and increased in the last five years, is also followed by an increase in consumers of bulk cooking oil from 2017 to 2021. Bulk cooking oil is a very important staple, because almost all food is cooked using oil fry. This study analyzes the characteristics of consumers of bulk cooking oil, the reasons consumers buy, and analyzes the factors that influence purchasing decisions. This research was conducted in a traditional market, namely Pasar Sasak. The sampling technique was "accidental sampling" with a total of 56 consumers of bulk cooking oil. The sample criteria are bulk cooking oil consumers aged 15-64 years. The analytical method uses SEM-PLS with the help of the SmartPLS version 4 application. The results of this study indicate that product quality, price, and information have a positive effect on purchasing decisions for bulk cooking oil.