Track: Engineering Management

Abstract

The purpose of this research is to determine the indicators of the factor affecting consumer buying interest on frozen chicken processed products and consumer cluster analysis. The data obtained through questionnaires distributed to 200 respondents. Seven factors are affecting the buying interest, product, price, promotion, distribution, individual characteristics, social life, and psychological aspect. All factors consist of some indicators. The results showed that 22 indicators that have been determined reduced to 16 indicators based on the results of factor analysis, and grouped in 6 factors. The cluster analysis results from this study formed 2 clusters that the factors of buy interest and characteristics of respondents vary in each cluster. The first cluster consists of 138 samples and the second cluster consists of 58 samples the first cluster dominates by the female private employee group and second cluster dominate by wife household group. All factors hypothesized affecting the customer buying interest are proven for the first cluster. While for the second cluster the factors that affect the buying interest are product attributes, price, and distribution.