PROSPECTIVE CUSTOMER DECISION FACTORS IN BUYING A NEW HEALTHY PRODUCT (MUSHROOM OAT COOKIES)

• Main Author: Nur Utari, Mentari
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78588
• Institution: Institut Teknologi Bandung

This research title is decisions of prospective consumers in the purchase of new healthy snack product (case study Mushroom Oat Cookies) and how do these factors used in the decision making process.MOKIES (Mushroom Oat Cookies) is a healthy, nutritious, practical, unique, and durable snack made from 2 main ingredients, Oats and Fresh Mushrooms with 50:50 ratio. This company, use only natural and no preservative ingredients. The purpose of this study is to solve owner’s problem and make the information useful for marketing in an effort to formulate decisions of prospective consumers in the purchase of new healthy snack product (case study Mushroom Oat Cookies) to be more effective and efficient if already know the decision factors of candidates consumers buy Mokies, then can be handled as legal because it takes money, time, and energy which enough yet to renew all of legality again for the future. The competitor's advantage Himawari Food Company are those who already have enough capital can produce in bulk quantity so that production cost can be pressed and give sale price which is cheap enough. In addition, their products mostly have legality so that it can be wide spread and sold to large stores.This study was using online questionnaire and conducted in all respondents are who have been ever buying and consumming Mushroom Oat Cookies in big city Indonesia with 110 respondents. Factor analysis is used to assist study in processing data online questionnaire using SPSS and focus on CFA (Confirmatory Factor Analysis). Based on the result of factor analysis, there are 7 factors that influence customer intention towards healthy snack product (case study Mushroom Oat Cookies), i.e.,Perceive Value Product, Promotion and Branding, Price and Word Of Mouth, Packaging, Uniqueness, Durability, and Healthy Lifestyle. From those factors, it founds that the most influencing factor customers’ intention in purchasing a new healthy product (Mushroom Oat Cookies) is Perceive Value Productby using regression binary logistic analysis.