ANALYZING THE CUSTOMERS ACTUAL BUYING BEHAVIOR OF HEALTHY INSTANT NOODLES IN INDONESIA

• Main Author: Veronika br Sitepu, Getsemane
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67082
• Institution: Institut Teknologi Bandung

Market trends show how healthy food in Indonesia has advanced in recent years. The popularity of healthy food products is significantly in demand, the number of users buying healthy food are increasing. Following the increasing trend of healthy food, many companies are increasingly interested in innovating in making healthy food by combining organic food and ordinary instant food, including noodle companies in Indonesia. Several other brands also started launching healthy instant noodle products. Among the others, Lemonilo is one of the famous healthy instant noodle brands in Indonesia. However, despite the popularity in the healthy organic noodle market, limited existing research has been done to identify the Lemonilo consumers’ intention to buy their healt hy instant noodle product. There is no statistical demand for healthy instant noodle consumption in Indonesia. A customer approach to gauge the demand for organic products is needed for efficient management of the organic food business in developing countries, understanding how consumers make decisions about their purchasing intentions followed by comprehending their purchasing behaviour towards organic food products. The purpose of this study is to determine the effects of several factors on Indonesian consumers' buy intentions for healthy instant noodles, as well as the impact on actual purchase behaviour by conducting surveys to Lemonilo consumers as the sample. This research using mixed methodology research aims to analyse the customers' actual buying behaviour towards healthy instant noodles in Indonesia. For this purpose, the researcher conducted research with sample Lemonilo customers in Indonesia, interviews were conducted with 10 customers who purchased Lemonilo more than once in the last four weeks and survey data were collected from 289 customers who live in big cities in Indonesia through a structured questionnaire. Following the collected data, the researcher will analyse the data from respondents by using Partial Least Square - Structural Equation Model (PLS-SEM) and in examining the relation between dependent and independent variables, the researcher is performing the mediating test. Results have confirmed all three factors (perceived value, health consciousness, and subjective norms) influence the consumer attitude towards healthy instant noodle products. Moreover, purchase intention is affected by attitude. Actual buying behaviour is not affected by purchase intention but two of three additional factors (i.e., promotion and taste). Further, the results showed that the variable of Purchase Intention has a characteristic of full mediation for the independent variable of Attitude towards Actual Buying Behaviour and the mediating variables of Purchase Intention with Attitude also has a characteristic of full mediation for Perceived Value and Health Consciousness because it cannot directly influence the dependent variable of Actual Buying Behaviour. The study's findings suggest that healthy instant noodle brands focus on taste and promotion to penetrate the actual buying behaviour from customers. As a result, companies may consider developing a marketing strategy aimed at females aged 20 to 30, who live in big cities and lead thrift lives. Keywords: Actual Buying Behaviour, Healthy Instant Noodle, Indonesia, Purchase Intention, PLSSEM, Qualitative, Quantitative.