Pengaruh Label Nomor Kontrol Veteriner, Kualitas, dan Pemasaran Digital Terhadap Pembelian Nugget Ayam Kota Surabaya

S Najwa Nabilla Arifin, Wahyu Santoso, Nisa Hafi Idhoh Fitriana

Abstract


The demanding busy lifestyles of Surabaya residents may be driving a shift in consumption patterns toward convenient frozen processed meat products, such as nuggets. This study analyzes the influence of Veterinary Control Number (NKV) label knowledge, product quality, and digital marketing exposure on purchasing decisions for chicken nuggets in Surabaya City. This study employed quantitative approach with 100 respondents, determined using the Lemeshow formula. Respondents were selected through purposive sampling based on the following criteria : respondents aged 18-55 living in Surabaya, who bought chicken nugget products from the top brands at least twice, and had used Instagram and TikTok within the last two months. Data were collected through likert scale questionnaires and interviews. Data were analyzing using SEM PLS. The results showed path coefficient of 0.242, 0.420, and 0.401, with a p-value 0.003 of knowledge Veterinary Control Number (NKV) and other variables <0.001, and the R² of 0.664. These findings also indicate that the knowledge of Veterinary Control Number (NKV) label, Product quality, and Digital marketing exposure had a positive and significant influence on purchase decisions. The government and producer need to raise public awareness through large scale campaigns on the Veterinary Control Number (NKV) label, while business actors need to maintain product quality and optimize the use of social media. Further research can consider other variables relevant to purchase decisions, such as brand image, price, and promotion.

Keywords


Consumer Knowledge; Digital Marketing ; Product Quality ; Purchase Decision; Veterinary Control Number

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DOI: http://dx.doi.org/10.33087/mea.v11i2.458

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