Factors Influencing the Consumer Purchase Decision Process for Packaged Rice Products in the Yogyakarta Special Region, Indonesia: Implementation of the Concept of Sustainable Development

Abstract

Rice is a strategic commodity in the Yogyakarta Special Region because it is a staple food product. The Government of the Yogyakarta Special Region has committed to realizing food security by implementing the SDGs (Sustainable Development Goals) with the aim of ending hunger and increasing food access. Food security of a region is seen from availability, accessibility, security and sustainability. Purchasing decisions are influenced by external and internal factors that continue to change along with changing conditions so that safe and sustainable food supply is needed. The objective of this study is to determine the factors that influence the consumer purchasing decision process for packaged rice in the Yogyakarta Special Region. The method used to analyze the consumer purchasing decision process for packaged rice products in the Yogyakarta Special Region was likert scale assessment followed by factor analysis. The consumer purchasing decision process for packaged rice went through five stages, which were the introduction of needs, information collection, evaluation of alternatives, purchase decisions, and post-purchase. Based on the results of factor analysis, obtained four new factors which influence the decision to purchase packaged rice. The first factor is the service and accessibility factor. The second factor is the price factor and product attributes. The third factor is the internal factors of consumers and products. The fourth factor is the product promotion.