Understanding Consumer Behavior in Broiler Chicken Markets: The Influence of Price, Quality, and Word-of-Mouth Communication

The study investigates the impact of price, product quality, and word-of-mouth communication on the purchasing decisions of broiler chickens at Sungguminasa Gowa Market, a traditional market in Indonesia. Using a quantitative research method, data were collected from 100 respondents who had experience buying broiler chickens, utilizing a structured questionnaire based on a 5-point Likert scale. The study applied multiple linear regression analysis to assess the influence of the independent variables (price, product quality, and word-of-mouth) on the dependent variable (purchase decision). Results indicated that all three factors significantly influence purchasing decisions, with word-of-mouth emerging as the most dominant predictor, followed by product quality and price. The adjusted R-square value was 0.695, suggesting that 69.5% of the variability in purchasing decisions is explained by these factors. The findings emphasize the importance of personal recommendations, product quality, and pricing strategies in shaping consumer behavior in traditional market settings, providing valuable insights for broiler chicken sellers aiming to enhance their marketing strategies.