The study examined the factors that influence consumer buying behavior related to Malang meatballs is a representative of ethnic food in East Java, Indonesia. Multistage sampling leaves was used to randomly select 400 households from the area of Malang (200 200 municipalities and rural) as consumers answered. Respondents were interviewed using a structured questionnaire of the researchers and the. Logistic regression analysis was used to analyze the buying behaviour of consumers with regard to the Meatball Malang. This research can contribute to better understand consumer preferences for Meatball Malang, an animal protein based foods, have a unique taste. Consumers preferred the Meatball Malang vs. the street food (for example, "soto," "jugs", fried noodles and campur). Consumers concerned about the freshness and a "halal food" can select Meatball Malang. The availability of Malang meatballs can increase consumer purchases Act for this product. In addition, the surrounding cold air temperature affect consumers in choosing foods.
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