Analisis Keputusan Konsumen Dalam Pembelian Produk Susu Kedelai: Studi Kasus Pada Produk Susu Kedelai Risa Malang

Anis Mufadhilah, Dwi Susilowati, Nikmatul Khoiriyah

Abstract


Abstract

Soy milk is a popular plant-based protein source, particularly favored by consumers who prioritize a healthy lifestyle. This study aims to explore the factors influencing consumer purchasing decisions for the Risa Soy Milk product in Malang City. Conducted during May–June 2025, the research adopts an exploratory quantitative approach and employs Structural Equation Modeling using the Partial Least Squares (SEM-PLS) method. A total of 100 respondents were selected through accidental sampling. Primary data were collected via interviews and Likert-scale questionnaires, while secondary data were obtained from literature reviews and relevant documentation. The analysis reveals that the model has a strong explanatory power (R² = 0.768) and good predictive relevance (Q² = 0.367). Partially, personal factors (β = 0.358; t = 4.546; p < 0.001) and psychological factors (β = 0.521; t = 5.197; p < 0.001) have a significant impact. Cultural factors (β = 0.105; t = 1.716; p < 0.1) are positively influential at the 10% significance level, while social factors are statistically insignificant (β = 0.003; t = 0.035; p = 0.972). Therefore, marketing strategies should emphasize health benefits, individual preferences, and psychological motivators to enhance consumer purchase interest.

Keywords: Soy Milk, Consumer Behavior, Purchasing Decisions, SEM-PL

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References


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