Analysis of Consumer Decision Factors on Purchasing Packaged Cooking Oil at Simpang Limun Market, Medan

The objective of this investigation is to examine the factors that influence consumer decisions regarding the acquisition of packaged heating oil. This research employs an explanatory research approach using a quantitative methodology. A sample of 96 respondents was selected using a non-probability sampling technique from the study population, which consists of all consumers of packaged cooking oil at Simpang Limun Market in Medan. We obtained primary data by administering a questionnaire that employed a Likert scale. We employed SPSS Version 21 to conduct data analysis using multiple linear regression. The study’s findings indicated that cultural, social, personal, and psychological factors significantly influenced purchasing decisions. Cultural factors partially suggest that consumers’ cultural values and practices influence their product purchasing decisions. Additionally, social factors demonstrate the influence of family, acquaintances, and the social environment on consumer decisions. Additionally, personal factors, including age, lifestyle, and purchasing power, influence consumers’ purchasing decisions. Purchasing decisions are also influenced by psychological factors, including motivation, beliefs, and product assessments, which have a positive and significant effect. At the same time, the four independent variables have a positive and significant impact on purchasing decisions, suggesting that the confluence of these factors influences consumer decision-making when selecting products.