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Key success factors that influence customers buying decision in feedmill industry - a case study of animal nutrition business at PT. XYZ in Indonesia

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PT. XYZ is one of the animal nutrition leading company in the world who produce methionine, vitamins, and enzyme products and also one of the supplier for four biggest animal feed manufacturing industry in Indonesia.rnThe purpose of this research is to study and analyse the key success factors that influence customers buying decision in Feedmill Industry - a case study of animal nutrition business at PT. XYZ in Indonesia. rnThe primary data collected on January 16 until January 31, 2015, is obtained by the distribution of questionnaire to 120 customers of PT.XYZ. The data is analyzed using the SPSS, AMOS, Structural Equation Modelling (SEM), and descriptive analysis to test the hypotheses. The results showed that the highest influencing factors to mediating variables are: product towards marketing mix factors, learning and memory towards internal factors, and economic condition towards external factors. The results also showed that the highest influencing mediating variable towards customers decision in the buying of Feedmill at PT.XYZ, is marketing mix factors, compared to internal and external factors.

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Availability

M00310

(wh)

Available

Detail Information

Series Title

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Call Number

310

Publisher

: Swiss German University., 2015

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MBA
Marketing mix
Internal
Buying decision
External factor
Feedmill

Specific Detail Info

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Statement of Responsibility

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