Analysis Of Factors Affecting Customer Buying Decision of Excavator for Replanting Purpose In The Plantation Sector In Central Kalimantan

The only way to increase the production of palm oil was through plantation intensification. One of the intensification processes in the palm oil plantation sector is replanting. The replanting process required heavy equipment, where excavators were needed. The process of purchasing excavators for replanting purposes involved the purchase decision-making of customers. This research focused on the plantation sector in Central Kalimantan, which had a high demand for excavators for replanting purposes, as explained in the background of the study. Specifically, this research examined the factors that affected customer buying decisions of excavators for replanting purposes: individual characteristics, farm enterprise characteristics, product-related characteristics, product importance, market characteristics, and vendor loyalty. A series of surveys with a diverse consumer base were conducted to collect primary data, assessing customer characteristics, farm enterprise characteristics of customers, perception of product-related characteristics, perception of product importance, perception of market characteristics, and perception of vendor loyalty. Quantitative analyses included regression models and factor analyses to identify significant relationships and potential moderating effects. The findings aimed to contribute to both academic scholarship and practical implications for businesses. By unraveling the nuanced web of influences on customer buying decisions, the research sought to guide marketing strategies, enhance customer relationships, and inform business practices in alignment with the ever-evolving landscape of consumer preferences. Ultimately, this study aspired to provide actionable insights that empowered businesses to tailor their approaches, foster customer loyalty, and navigate the complexities of the modern marketplace.