Faktor Yang Memengaruhi Keputusan Pembelian Chicken Nugget Di Kalangan Konsumen

Akhmad Arief, Ida Bagus Made Agung Dwijatenaya, Ida Bagus Made Agung Dwijatenaya, Elvida Febriana, Elvida Febriana

Abstract


Agroindustri memegang peranan penting dalam meningkatkan nilai tambah produk pertanian, salah satunya komoditas unggas. Hal ini dilakukan melalui pengolahan bahan baku menjadi produk bernilai lebih tinggi yang mampu memenuhi permintaan konsumen terhadap makanan siap saji seperti chicken nugget, yang terus meningkat. Penelitian ini dilaksanakan di Kecamatan Tenggarong, Kabupaten Kutai Kartanegara. Metode pengambilan sampel nonprobabilitas, digunakan metode pengambilan sampel acak. Sebanyak 204 peserta dimasukkan ke dalam sampel sebagaimana dihitung menggunakan rumus Lemeshow. Penelitian ini menggunakan data primer dan sekunder. Hasil penelitian menunjukkan bahwa variabel pendapatan (X1) dan harga (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan variabel merek (X3) dan kemasan (X4) berpengaruh positif namun tidak signifikan. Sementara itu, variabel promosi (X5) berpengaruh negatif dan signifikan. Temuan ini sejalan dengan prinsip konsumsi utilitarian, khususnya pada produk makanan seperti chicken nugget, serta menunjukkan bahwa inisiatif pemasaran belum sepenuhnya efektif dalam sektor agroindustri komoditas unggas. Selain itu, pengaruh negatif variabel promosi membuka peluang untuk penelitian lebih lanjut terkait efektivitas strategi pemasaran yang diterapkan pada produk low involvement.

Keywords


Keputusan pembelian, Perilaku konsumen, Chicken nugget, Produk frozen food, SPSS

References


Armstrong Soule, C. A., & Sekhon, T. (2019). Preaching To The Middle Of The Road: Strategic Differences In Persuasive Appeals For Meat Anti-Consumption. British Food Journal, 121(1), 157–171. Https://Doi.Org/10.1108/Bfj-03-2018-0209

Colozza, D. (2024). A Qualitative Exploration Of Ultra-Processed Foods Consumption And Eating Out Behaviours In An Indonesian Urban Food Environment. Nutrition And Health, 30(3), 613–623. Https://Doi.Org/10.1177/02601060221133897

Fong, S. W. L., Ismail, H., Kian, T. P., & Kamaruddin, N. I. (2024). Brand Trust Dimensions For Low-Involvement Product Adoption. Paper Asia, 40(6), 146–156. Https://Doi.Org/10.59953/Paperasia.V40i6b.261

Forgenie, D., Khoiriyah, N., & Feronika Elbaar, E. (2023). Estimating Household Price And Income Elasticities For Animal Derived Sources Of Food Using The Quaids Model: The Case Of Jakarta, Indonesia. In Trop. Agric. (Trinidad) (Vol. 100, Number 4).

Funde, Y., & Shirvastava, A. (2023). Exploring Factors Driving The Choice Of Frozen Food In The Indian Market. Scms Journal Of Indian Management, 57–69.

Gonçalves, J. C., Amoedo, C., Correia, P., & Guiné, R. P. F. (2021). Habits Of Portuguese Consumers On The Acquisition And Consumption Of Chilled And Frozen Food Products. Journal Of Hygienic Engineering And Design, 35(469), 200–210.

Gujarati, D. N., & Porter, D. C. (2009). Basic Econometrics 5th Ed (Fifth Edition). Boston: Mcgraw-Hill.

Habsari, N., Alif Ibrahim, D., & Nasrudin, M. (2025). Peningkatan Kualitas Kemasan Untuk Memperkuat Daya Saing Kripik Pare Kauman Mojokerto. Abdimas Nusantara: Jurnal Pengabdian Kepada Masyarakat, 7(1), 46–3. Https://Doi.Org/Https://Doi.Org/10.36815/Abdimasnusantara.V7i1.4540

Hati, S. R. H., Zulianti, I., Achyar, A., & Safira, A. (2021). Perceptions Of Nutritional Value, Sensory Appeal, And Price Influencing Customer Intention To Purchase Frozen Beef: Evidence From Indonesia. Meat Science, 172. Https://Doi.Org/10.1016/J.Meatsci.2020.108306

Khoiriyah, N., Forgenie, D., & Iriany, A. (2023). Estimating Household Price And Income Elasticities For Animal-Sourced Food: The Case Of Bengkulu Province, Indonesia. Agris On-Line Papers In Economics And Informatics, 15(3), 73–85. Https://Doi.Org/10.7160/Aol.2023.150307

Khoiriyah, N., Forgenie, D., Sa’diyah, A. A., Nandiroh, U., Siswadi, B., Maula, L. R., & Apriliawan, H. (2025). Analysing Protein Consumption Patterns And Determinants In Indonesia: A Probit Model Approach. Trop. Agric. (Trinidad), 102(1), 52.

Kotler, Philip., & Keller, K. Lane. (2012). Marketing Management. Prentice Hall.

Loučanová, E., Nosáľová, M., & Olšiaková, M. (2019). The Development Of The Innovation Status And Impact Of Smart Packaging On Slovak Consumers. Acta Logistica, 6(4), 115–122. Https://Doi.Org/10.22306/Al.V6i4.137

Lwanga, S. K. ., & Lemeshow, S. . (1991). Sample Size Determination In Health Studies : A Practical Manual. World Health Organisation.

Mardesci, H., Santosa, Nazir, N., & Hadiguna, R. A. (2021). Determination Of Value-Added And Contributing Organization In The Development Of Coconut Water-Based Agro Industry. Iop Conference Series: Earth And Environmental Science, 709(1). Https://Doi.Org/10.1088/1755-1315/709/1/012062

Mcrae, C., & Dubé, L. (2024). Availability Bias And Heterogeneity In Saliency, Recency, And Frequency Of Promotions For Plant-Based Foods: A Naturalistic Observation. Frontiers In Behavioral Economics, 3. Https://Doi.Org/10.3389/Frbhe.2024.1402624

Muzayyanah, M. A. U., Syahlani, S. P., & Dewi, N. H. U. (2021). Consumer Preference Of Processed Food Products: Study On Livestock Products. Iop Conference Series: Earth And Environmental Science, 662(1). Https://Doi.Org/10.1088/1755-1315/662/1/012012

Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects Of Industry-Level Factors, Brand Credibility And Brand Reputation On Brand Trust In Safe Food: Evidence From The Safe Vegetable Sector In Vietnam. British Food Journal, 122(9), 2993–3007. Https://Doi.Org/10.1108/Bfj-03-2020-0167

Nurhasan, M., Ariesta, D. L., Utami, M. M. H., Fahim, M., Aprillyana, N., Maulana, A. M., & Ickowitz, A. (2024). Dietary Transitions In Indonesia: The Case Of Urban, Rural, And Forested Areas. Food Security, 16(6), 1313–1331. Https://Doi.Org/10.1007/S12571-024-01488-3

Nurhayati, A., Madjid, R., Yusuf, H., & Hatani, L. (2025). Innovations In Agricultural E-Commerce: Analyzing Purchase Decisions And The Role Of Consumer Credibility. Journal Of Global Innovations In Agricultural Sciences, 13(2), 607–616. Https://Doi.Org/10.22194/Jgias/25.1637

Purwaningsih, R., Susanto, N., Purba, N., Aisyah, A., & Putri, A. (2021). The Analysis Of Factors Affecting The Buying Interest In Poultry Frozen Food Processed Product. Proceedings Of The International Conference On Industrial Engineering And Operations Management, 1947–1953.

Ronaldo, R. (2020). Measuring The Performance Of Poultry Business Through Effective Supply Chain Management Skills. Uncertain Supply Chain Management, 8(1), 55–66. Https://Doi.Org/10.5267/J.Uscm.2019.8.006

Rustam, S., Darma, R., Jamil, M. H., Tenriawaru, A. N., Fudjaja, L., Akzar, R., Nawi, N. M., & Bakheet Ali, H. N. (2025). Analyzing Marketing Mix Strategies And Personal Factors Influencing Bisi Hybrid Maize Seed Purchases: Insights From Agricultural Development In Soppeng District, Indonesia. Sustainability (Switzerland), 17(7). Https://Doi.Org/10.3390/Su17072800

Schuch, A. F., Da Silva, A. C., Kalschne, D. L., Da Silva-Buzanello, R. A., Corso, M. P., & Canan, C. (2019). Chicken Nuggets Packaging Attributes Impact On Consumer Purchase Intention. Food Science And Technology (Brazil), 39, 152–158. Https://Doi.Org/10.1590/Fst.41317

Sen, S., Antara, N., & Sen, S. (2021). Factors Influencing Consumers’ To Take Ready-Made Frozen Food. Current Psychology, 40(6), 2634–2643. Https://Doi.Org/10.1007/S12144-019-00201-4

Shan, L. C., De Brún, A., Henchion, M., Li, C., Murrin, C., Wall, P. G., & Monahan, F. J. (2017). Consumer Evaluations Of Processed Meat Products Reformulated To Be Healthier – A Conjoint Analysis Study. Meat Science, 131, 82–89. Https://Doi.Org/10.1016/J.Meatsci.2017.04.239

Sharma, V. R., & Jhamb, D. (2021). Impact Of Promotional Activities And Campaigns On Buying Decision Of Agricultural Seeds. Custos E Agronegocio, 17(1), 22–35. Https://Doi.Org/Https://Doi.Org/10.35877/454ri.Daengku2685

Šostar, M., & Ristanović, V. (2023). Assessment Of Influencing Factors On Consumer Behavior Using The Ahp Model. Sustainability (Switzerland), 15(13). Https://Doi.Org/10.3390/Su151310341

Sugiarti, Surachman, Rohman, F., & Wijayanti, R. (2023). Influence Brand Awareness And Brand Association On Brand Equity: Mediation Of Trust And Brand Loyalty In Kentucky Fried Chicken In East Java, Indonesia. International Journal Of Applied Economics, Finance And Accounting, 16(2), 319–335. Https://Doi.Org/10.33094/Ijaefa.V16i2.987

Sumiati, Fadilah, R., Darmawan, A., & Nadia, R. (2025). Challenges And Constraints To The Sustainability Of Poultry Farming In Indonesia. Animal Bioscience, 38(4), 802–817. Https://Doi.Org/10.5713/Ab.24.0678

Sylvia, N., & Muladi, E. (2025). Analisis Pengaruh Warna Pada Preferensi Konsumen Terhadap Desain Produk Makanan. Kartala Visual Studies, 4(2), 1–11. Https://Doi.Org/Https://Doi.Org/10.36080/Kvs.V4i2.240

Tishchenkova, S., Cherniak, N., Chaplynska, Y., & Soldatenko, O. (2019). Transformation Of The Nature Of Terrorism In The Conditions Of Glocal Social Space: Political, Legal, Economic And Communication Aspects. Economic Annals-Xxi, 178(7), 4–16. Https://Doi.Org/10.21003/Ea

Türk, B., & Erciş, A. (2017). 4a Marketing Mix Impacts On Organic Food Purchase Intention. Serbian Journal Of Management, 12(2). Https://Doi.Org/10.5937/Sjm12-10785

Wattie, Y., Suparno, O., & Raharja, S. (2024). Enhancing Competitiveness In The Indonesian Meat Processing Industry: A Literature Review. Iop Conference Series: Earth And Environmental Science, 1358(1). Https://Doi.Org/10.1088/1755-1315/1358/1/012042

Zed, E. Z., Febriansah, A. E., Primayanti, M., Aryani, F., & Dewi, V. (2024). Pengaruh Packaging Produk Terhadap Keputusan Pembelian Konsumen Di Industri Makanan (Literatur Review Manajemen Pemasaran). Innovative: Journal Of Social Science Research, 5(1), 2209–2229. Https://Doi.Org/Https://Doi.Org/10.36080/Kvs.V4i2.240

Zhang, C. Y., Sussman, A. B., Wang-Ly, N., & Lyu, J. K. (2022). How Consumers Budget. Journal Of Economic Behavior And Organization, 204, 69–88. Https://Doi.Org/10.1016/J.Jebo.2022.09.025




DOI: http://dx.doi.org/10.25157/ma.v12i2.23822

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Akhmad Arief, Ida Bagus Made Agung Dwijatenaya, Ida Bagus Made Agung Dwijatenaya, Elvida Febriana, Elvida Febriana

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

___________________________________________________________________________________

Diterbitkan Oleh :

Fakultas Pertanian Universitas Galuh

Jl. RE Martadinata No. 150 Ciamis 46274

Telepon: 0265-7602739

Email: mimbaragribisnis@gmail.com

 

Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.

 __________________________________________________________________________________

Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis diindeks oleh: