ANALYSIS OF THE INFLUENCE OF PRODUCT ATTRIBUTES AND CUSTOMER CHARACTERISTICS FACTORS TOWARDS CUSTOMERâS PURCHASE INTENTIONS ON WHEY PROTEIN PRODUCTS
Since the COVID-19 pandemic status was established in early 2020, many social changes have occurred in the world that require humans to adapt. The problems and successive adaptation that occur cause instability in people’s physical and mental health. Over time, during the pandemic, people began to...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67045 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Since the COVID-19 pandemic status was established in early 2020, many social changes have occurred in the
world that require humans to adapt. The problems and successive adaptation that occur cause instability in
people’s physical and mental health. Over time, during the pandemic, people began to pay more attention about
their physical and mental health. The survey at the end of 2020 showed that the awareness of the Indonesian
people about the implementation of a healthy lifestyle, which includes awareness of exercise and fulfillment of
nutrition, has dramatically increased. Some businessman take an advantage of this phenomenon through
developing the products that support the implementation of a healthy lifestyle, one of those is whey protein.
However, several brands of whey protein products have not already received a good response from the market
and decided to carry out a product and marketing strategies improvement. Departing from these problems, this
research was conducted in order to identify the factors of product attributes and customer’s characteristics that
affect a customer's purchase intention when purchase whey protein. A total of 121 whey protein users that
domiciled on the island of Java were involved in this study. Data collected using an online questionnaire and
analyzed using multiple linear analysis methods. The results of the study shows that product quality, product
features, and psychological characteristics factors have a positive and significant influence on customer purchase
intentions when purchase whey protein products. Meanwhile, product style and design, cultural factors, social
factors, and personal factors do not have a significant influence on customer’s purchase intentions when purchase
whey protein products. These findings can be used as a consideration for companies to prioritize strategies in
whey protein products and marketing strategies development by maximizing existing resources.
keywords: product attributes, customer characteristics, purchase intentions, whey protein, healthy lifestyle |
|---|