Analisis Pengambilan Keputusan Konsumen Terhadap Pembelian Fillet Ikan Di Kot…

This study analyzes consumer decision-making processes and the factors influencing fish fillet purchases in Pekanbaru City. Conducted in May 2025, the study employed a quantitative survey method with 55 respondents selected via accidental sampling from four major supermarkets. The research aims to describe consumer decision processes and identify key purchasing drivers. Findings indicate that c…