Factors Influencing Consumers Preferences and Purchasing Behavior of Bulk and Packaged Rice

Anissa Hutami Dewi, Megawati Simanjuntak, Istiqlaliyah Muflikhati

Abstract: In recent years, packaged and certified rice has become increasingly common. Not only in modern retail, packaged rice is also sold by retail rice traders in the market or rice shops on the roadside. Demand for packaged rice continues to increase as people's incomes are better. The purpose of this research is to know factors influencing consumers? preferences and purchasing behavior of bulk and packaged rice. The method used is logistic and multiple linear regression with 200 samples. The results shows that intrinsic factors and income influenced positively to preference, and education, income and consumer preferences influenced positively and significantly to purchasing behavior.

Keywords: logistic regression, multiple linear regression, preferences, purchasing behavior, rice