The Effect of Marketing Mix and Reference Group on Chicken Nugget Preference Through Brand Image
R. Syaprudin; Megawati Simanjuntak; Heny Kuswanti Suwarsinah · 2023 · Jurnal Manajemen & Agribisnis
WASTE classifies this as Negative / Null Result Report · AI classification, approximate
The study found no significant effect — useful as a negative control or null benchmark for your own design.
Abstract
Due to the increasingly fast-paced lifestyles and busy lives of urban citizens, the demand for chicken nuggets has continued to rise. This study aims to analyze the effect of the marketing mix (product, place, price, promotion) and the reference group on consumer preference for chicken nuggets through the brand image formed in the market. The respondents consisted of 251 individuals who were selected through voluntary sampling. These respondents were people who had consumed Fiesta and So Good brand chicken nuggets in the last three months. Data were collected through an online questionnaire an
Abstract by R. Syaprudin; Megawati Simanjuntak; Heny Kuswanti Suwarsinah, Jurnal Manajemen & Agribisnis (2023) — licensed CC BY 4.0.
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Metadata source: DOAJ · DOI 10.17358/jma.20.1.44