DECISION FACTORS FOR PURCHASING SALTED EGG POTATO CHIPS

Abstract

According to Badan Pusat Statistik (BPS), the growth of Indonesian economy had reached 5,17% in 2018 and in its growth in culinary industry holds a large impact of 67,66%. Galted Chips is a salted egg potato chip that was just launched by Galted Egg in 2019. In the same year, Galted Egg decided to take a break on its business by efforts to renew and improve the Galted Egg as a whole. The purpose of this study is to determine the factors that would contribute in the purchase decision of salted egg potato chips that might become material for evaluation and improvement for Galted Egg. The research sample used is 97 people who has bought salted egg potato chips in any brand and this is categorized as purposive sampling. The research data was collected by distributing online- based questionnaires with a Likert Scale. From the results of the data processed by SPSS factor analysis, it was known that there are 8 factors that contribute in the salted egg potato chips purchase decision: Firm Innovative Performance, Price Acceptance, Marketing Tools, Product Information, Business Transparency, and Interactive Design Packaging.