What Drives Consumers to Buy Comfeed Feed? Study at Rissa Mandiri Shop in Magetan

This study aims to analyze the influence of product quality, product attributes, and product variants on the purchase decision of Comfeed feed at the Rissa Mandiri Coconut Source Store in Magetan. The research background is based on the importance of understanding consumer preferences in choosing quality animal feed to support livestock productivity. This study uses a quantitative approach with a survey method of 196 store consumer respondents. The data was analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results of the study show that product quality, product attributes, and product variants simultaneously have a significant effect on purchasing decisions. Partially, each independent variable also has a positive influence on purchasing decisions. These findings confirm the importance of improving product quality, features, and variety as a marketing strategy to increase consumer satisfaction and loyalty in the animal feed sector.