Pengaruh Gaya Hidup Dan Intensitas Penggunaan Terhadap Perilaku Konsumtif Dan…

The frozen food market in Pekanbaru, Indonesia, has experienced notable growth, particularly in the wake of the Covid-19 pandemic, influenced by shifts in consumer lifestyles and a growing preference for convenience. This study employs Multi-Dimensional Scaling (MDS) techniques to analyze consumer perceptions of frozen food products, effectively mapping preferences and expectations. The MDS out…