Proceedings of the International Conference of Tropical Agrifood Feed and Fuel 2024 (ICTAFF 2024)

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Consumer Preferences in Purchasing Decisions for Mandar Coconut Cooking Oil in Majene Regency, West Sulawesi Province, Indonesia

Authors
S. Musafir1, Suryani Dewi1, *, Ikawati Karim1, Nurmaranti Alim1
1Faculty of Agriculture and Forestry, Universitas Sulawesi Barat, Talumung, Baurung, Kecamatan Banggae, 91412, Kabupaten Majene, Indonesia
*Corresponding author. Email: suryanidewi@unsulbar.ac.id
Corresponding Author
Suryani Dewi
Available Online 22 August 2025.
DOI
10.2991/978-94-6463-825-7_6How to use a DOI?
Keywords
consumer preferences; mandar coconut oil; millennials preferences; purchasing decisions; z generation preferences
Abstract

Mandar coconut oil is derived from the West Sulawesi Province. Mandar coconut oil, especially mandar cuisine, embodies the indigenous knowledge of the community. Despite challenging market conditions characterized by low conventional sales, inadequate packaging, insufficient labeling and branding, and limited promotional activities, Mandar coconut oil producers in the Majene Regency continue to operate while seeking strategies to enhance market competitiveness. This study examines the variables affecting Mandar coconut cooking oil purchases in the Majene Regency, based on consumer preferences. Multiple regression analysis was a quantitative method used in this study. This study employed a quantitative approach using multiple regression analysis. The empirical findings provide significant insights into consumer decision-making processes through social and personal factors. These findings provide valuable insights for Mandar coconut oil stakeholders to develop targeted marketing strategies that align with modern consumer preferences, while preserving traditional production methods and cultural authenticity in an increasingly competitive cooking oil market.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Tropical Agrifood Feed and Fuel 2024 (ICTAFF 2024)
Series
Advances in Biological Sciences Research
Publication Date
22 August 2025
ISBN
978-94-6463-825-7
ISSN
2468-5747
DOI
10.2991/978-94-6463-825-7_6How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - S. Musafir
AU  - Suryani Dewi
AU  - Ikawati Karim
AU  - Nurmaranti Alim
PY  - 2025
DA  - 2025/08/22
TI  - Consumer Preferences in Purchasing Decisions for Mandar Coconut Cooking Oil in Majene Regency, West Sulawesi Province, Indonesia
BT  - Proceedings of the International Conference of Tropical Agrifood Feed and Fuel 2024 (ICTAFF 2024)
PB  - Atlantis Press
SP  - 67
EP  - 81
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-825-7_6
DO  - 10.2991/978-94-6463-825-7_6
ID  - Musafir2025
ER  -