THE INFLUENCE OF ATTITUDE, PRODUCT, PRICE, PLACE, AND PROMOTION ON INDONESIAN CONSUMERS’ PURCHASE INTENTION TOWARDS HEALTHY DESSERT

• Main Author: Tibia Walidayni, Carissa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34998
• Institution: Institut Teknologi Bandung

In Indonesia, healthy food demand is on the rise along with the increased prevalence of overweight and obesity. It also affects dessert industry in specific as nowadays healthy dessert business is getting popular in urban area. Understanding factors that influence consumer purchase intention is crucial to create a suitable marketing strategy. Therefore, this research analyses the influence of consumer attitude, product attributes, price, place, and promotion on Indonesian consumers’ purchase intention towards healthy dessert product. Research is done within Bandung City through online questionnaire with 410 respondents and analyzed using multiple regression and crosstab descriptive analysis in SPSS version 20. The result is then validated through direct interview. This study finds that attitude, price, and promotion are the most influential factors, followed by factor of place, then factor of product as the least influential one. Further, it’s revealed that the potential customer segment for healthy dessert product is female & male aged 18-55 years old who work as medical/private/government employee, entrepreneur, and college student with monthly income Rp 2.500.000 up to more than Rp 10.000.000. Their favorable place to buy healthy dessert is supermarket, official outlet, health store, canteen, and social media. Results provided in this study can be considered by healthy dessert businesses, especially the SMEs in formulating a suitable marketing strategy that can support their business growth.