Factors Affecting Consumer's Purchase Decision Of Local Pastry & Bakery Products In Bandung

Abstract

This study examines the primary determinants that impact consumer buying choices for pastry and bakery products produced locally in Bandung, Indonesia. The research focuses on analysing several factors, including visual appeal, product quality, social influence, product innovativeness, location, and pricing, in order to optimize marketing tactics and product offers in the business context. The study utilized quantitative approach, by administering questionnaires to 100 consumers for pastry- focused, bakery-focused, restaurant, and online-based bakeries. The application of PLS-SEM analysis demonstrated that social influence, location, and price had a substantial influence on customer purchasing behavior within the bakery and pastry industry in Bandung. The main business concern examined in this study is the need to close the disparity between the company's offerings and the desires of the customers. Comprehending these characteristics is vital for organizations to improve customer satisfaction, boost income, and attain long-term success. This research offers practical insights that may be used by local businesses to adjust to market needs, foster sustainable growth, and sustain competitiveness in a continuously changing industry.

Keywords: Consumer buying behavior; Bakery products; Social influence; Pricing strategy