The main objective of this research is to describe sukla label as the main consideration in food product purchasing decision, and to analyze the influence of sukla label, prices and product quality on food product purchase decision. This research was conducted in Denpasar community market with a sample of 90 respondents. Data were analyzed qualitatively and quantitatively using Likert scale, to determine the effect of sukla label, prices and product quality on purchase decision of food products analyzed by multiple linear regression using SPSS. The results of the study found that sukla label has functioned as a primary consideration for consumers in deciding to buy food products. Sukla label, price and product quality have a significant effect on food product purchase decision.
Volume 12 | Issue 5
Pages: 311-319
DOI: 10.5373/JARDCS/V12I5/20201719