Consumer Behavior on Beef Purchasing Decision in West Java

The aim of this study was to determine consumer behavior in making beef purchasing decisions. carried out for 3 months from April June 2021. Research data were obtained 300 respondents who used buy several areas West Java. Sampling by convenience sampling method and collection techniques using questionnaires. analytical descriptive analysis. results the analysis concluded that some bought meat meet family needs (as side dishes), with an average consumption requirement less than 1 kg per week. Purchases have been planned most them traders traditional markets become customers. Information related prices relatives or close neighbors. Even so, respondent has no influence other people their portion often purchased tenderloin, if price rises will chicken as a substitute. usually form fresh custom cut based on needs. Mornings weekends are preferred time consumers beef. Most purchases made cash. Only small part is done non-cash (debit). also already trust existing regular willing recommend relatives/others. reason sold fit quality.