Applying Customer Value Analysis to Determine Differentiating Factors in Consumer Purchase Decisions: A Comparative Study of Aice and Joyday Ice Cream in Bandar Lampung

Pria Estu Prayogi, Suripto Suripto, Jeni Wulandari

Abstract


The ice cream industry in Indonesia has evolved into a highly competitive landscape with the emergence of aggressive players like Aice and Joyday, disrupting the long-standing dominance of established brands. This study aims to analyze the specific factors that differentiate consumer purchase decisions between these two brands in Bandar Lampung using the lens of Customer Value Theory. By employing a quantitative approach, 400 respondents were surveyed using purposive sampling. Data were analyzed using Multiple Discriminant Analysis (MDA) to identify the most potent discriminators among four variables: Price, Promotion, Taste & Variants, and Product Availability. The results reveal that all variables contribute significantly to the distinction between the two groups. "Taste and Product Variants" emerged as the most dominant discriminator, followed by Price. While Joyday is perceived superior in sensory innovation, Aice maintains a stronghold in logistics and economic accessibility.

Keywords


Aice, Joyday.Aice, Consumer Behavior, Customer Value Analysis, Discriminant Analysis, FMCG, Joyday

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DOI: https://doi.org/10.17509/ijdb.v5i4.99630

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