This research was conducted to understand the factors that influence the purchase decision of fruits and vegetables among consumers in Selangor. Understanding consumer behavior is key in increasing the consumption of agricultural produces. Consumer knowledge, satisfaction, and experience are studied to understand the effects of these variables on attitude. Attitude is known as one of the predictors in influencing the purchase decision, thus the relationship between these variables was also studied in this research. The study was conducted in Teluk Panglima Garang with 203 respondents who took part in the survey. Descriptive analysis was performed to understand the demographic background of the respondents and their consumption patterns. Correlation analysis was conducted to identify the relationship between consumer knowledge, consumer satisfaction, and consumer experience with attitude. The result shows that all independent variables are found to be significant with consumer experience being the most influential factor among the three. The relationship between attitude and purchase decision was analyzed using multiple regression analysis. Attitude shows a significant relationship with the purchase decision. The results found in this study can be used by farmers and marketers to increase the purchase pattern of agricultural products among consumers.
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In-Text Citation: (Azam et al., 2022)
To Cite this Article: Azam, N. H. M., Alha, A. H., & Saili, A. R. (2022). Factors Influencing Purchase Decision of Agriculture Products: A Case Study in Selangor. International Journal of Academic Research in Business and Social Sciences, 12(9), 1854– 1865.
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