Analysis of Consumer Behavior in Decision to Consumption of Afa Chocolate In Jember Regency, Indonesia

Abstract

This study aim to determine consumer behavior in making decision for the consumption of Afa Chocolate. Research location and respondents were purposively determined. There were 60 respondents selected. The research was conducted on January to March 2023. Data used were primary and secondary information. This research used Chi Square method to analyze the data. The research results showed that the taste quality, price, product quality, and job status, have significant effect to decision for the consumption of Afa chocolate base on the values of X2 count > X2 table. The taste quality had the value of 12.1 > 9.49, the price had value of 44.8 > 9.49, the product quality had value of 55.6 > 9.49, the job status had value of 39.72 > 9.49. On the other hand the type of chocolate had no significant effect to decision for the consumption of Afa chocolate that it shown values of X2 count < X2 table, analysis shows that the value is 1,8 < 9.49.