Analisis Faktor Yang Mempengaruhi Keputusan Konsumen Dalam Membeli Produk Frozen Food Lele Bumbu Home Made Di Kabupaten Sragen

This study aims to describe the factors that become consumer decisions in buying frozen food products for home made catfish in Sragen district. This research uses qualitative research with case study research design. This research activity is located in a home made catfish frozen food production house in Sragen Regency. Data obtained from the results of documentation and interviews with business owners and several consumers as resource persons. The validity of the data used triangulation analysis of sources and techniques, then the data that had been collected was analyzed by data reduction, data presentation, and decision making. The results of this study indicate that the consumer's decision to buy frozen food products from home made catfish bombu in Sragen Regency is in terms of product quality and promotion. From the results obtained, it can be concluded that to increase sales, entrepreneurs must pay attention to product quality and make promotions as attractive as possible