THE INFLUENCE OF PRODUCT QUALITY AND PRODUCT ATTRIBUTES ON PURCHASE INTENTION OF POWDERED BREAST MILK SERVICE MEDIATED BY BELIEF SYSTEMS

• Main Author: Razan Al-Khawarizmi, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83678
• Institution: Institut Teknologi Bandung

Breast milk powdering services are experiencing an increasing trend in society, driven by parents' desire for an alternative of direct breast milk that has high nutritional value. This research aims to determine the influence of product quality, product attributes, and belief systems on purchase intentions for breast milk powder services offered by Mengasihi. The increasing popularity of this service raises pros and cons, especially regarding the demand for products that are high quality, guaranteed safe, and have nutritional benefits commensurate with the price offered. New products that are still not widely available on the market are certainly a factor that makes consumers lack access to information related to these products. Consumers tend to speculate on the quality and benefits offered by this breast milk powdering service, especially as a substitute for formula milk which has long existed in society as an alternative to direct breastfeeding. The research objectives include identifying how product quality and attributes influence customers' belief systems and purchase intentions, with belief systems acting as a variable that bridges the relationship between the variables. This research uses a quantitative approach and uses a survey method by distributing questionnaires online via Google Form. The method used in data analysis is by using Path Analysis. This research succeeded in collecting data from 284 respondents with the criteria for respondents being mothers who already have children and live in the Greater Bandung and Jabodetabek areas who also have knowledge about powdered breast milk. The results of the research show that the product quality and product attributes offered by breast milk powder have a significant and positive influence on consumer purchase intentions, both directly and indirectly, which are influenced by the consumer's belief system. Consumer belief systems are the most significant factor in consumer purchasing intentions. Thus, these findings will be useful for knowing the most effective strategy in marketing powdered breast milk services which are still quite new on the market, as well as for optimizing product quality and attributes to suit consumer expectations and needs.