The Influence Of Consumer Behavior On Purchasing Decisions For Boneless Milkfish: Partial Least Squares Structural Equation Modeling (PLS-SEM) Methods

Abstract

Milkfish is one type of fish that has a specific taste and is well known in Indonesia. Thus, milkfish have the potential to be developed as a raw material for more varied processed products. Therefore, companies consider consumer behavior in their business strategy, so it is necessary to know what factors influence consumer behavior in purchasing decisions for boneless milkfish. This study aims to find out the influence of cultivation factors, personal factors, product quality factors, and price factors on consumer Department of Management, Faculty of Economics and Business, Hasanuddin University, Makassar, Indonesia. Behavior in purchasing decisions for boneless milkfish. This study involved 55 respondents who had bought or were buying processed boneless milkfish. The collected data were analyzed using SEM (Structural Equation Model) analysis tools with Smart PLS (Partial Least Square) techniques. The results of this study inform that cultural factors do not have a significant and positive effect on consumers so it can be stated that consumer behavior does not play a role in mediating cultural factors on purchasing decisions for boneless milkfish. Meanwhile, other factors have a significant and positive effect on consumer behavior.