KnE Social Sciences

Published date: Mar 22 2021

Journal Title: KnE Social Sciences

Issue title: 7th International Conference on Entrepreneurship (7th ICOEN)

Pages: 404–414

DOI: 10.18502/kss.v5i5.8828

Ali Bekti Widodoabektiwidodo@alumni.ciputra.ac.idFaculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia

Tony AntonioFaculty of Management and Business, Magister Management Program, Universitas Ciputra, Surabaya, Indonesia

In buying a product, consumers usually decide to purchase through certain stages and consumers understand their needs. Consumers also get stimuli from other people’s opinions including for problem identification, information seeking, evaluation, and decision-making activities. This study aimed to analyze the attributes that affect consumer preferences in buying plaster sheet products of CV Anugrah Jaya Sentosa. The questions studied in this research were: What are the attributes that affect consumer preferences in buying plaster sheet products? What are the most critical attributes for consumers of CV Anugrah Jaya Sentosa plaster sheet products? The most important attribute was a product thickness of 12 mm with a special quality, then a layer of purchase of goods only and a layer of paint + stain that simplifies the work for finishing and produces maximum results.

Keywords: ceiling products, quality, coating, thickness, purchase

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