| dc.description.abstract | Nowadays, beside main course, dessert also is received more attention than
the past. Dairy product including ice cream is one of them. Therefore, this study was conducted in order to apply a model measuring factors impact of customer’s purchase decision toward ice cream.
Related study and theory were mentioned in literature review to propose the model which is suitable for the study. Following that, the model with 5 dimensions about factors influencing on customer’s purchase decision developed by Topcu and Uzundumlu (2011),was adapted to discuss in the study.
In the data analysis stage, the quantitative method was employed with 235 respondents which are collected to analyze by SPSS software. Consequently, Brand prestige, Social statue and Sensorial quality attribute have positive relationships with the customer’s purchase decision toward ice cream, whereas Nutritional quality and information, trust in manufacturer do not influence on purchase decision.
Although some limitations of this study were defined, this study also came up with practice as recommendations which help ice cream producers serve customer better
in order to maximize their profit. | en_US |
