PENGARUH ISU BAKTERI SAKAZAKII PADA PEMBELIAN SUSU FORMULA NESTLE

• Main Authors: , Marlina Hidayati, , Dr. BM Purwanto, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/99684/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55868
• Institution: Universitas Gadjah Mada

Infant formula is one of an alternative solution for parents to satisfy the nutrition need of their baby. However, the issue stated that some infant formula in market have been contaminated by enterobacter sakazakii bacteria, made parents worried, especially who have under five years old baby. One of a well known infant formula and has been indicated to be contaminated by enterobacter sakazakii bacteria is Nestlé infant formula. This issue stimulates many consumer�s perception and attitude towards Nestlé infant formula. The objective of the study is (1) to measure the consumer�s awareness about sakazakii bacteria issue, (2) to analyze the consumer�s perception towards Nestlé infant formula�s product safety by the sakazakii bacteria issue�s presence, and (3) to analyze the influence of the consumer�s perception towards Nestlé infant formula�s product safety to the consumer�s attitude and repurchase intention towards Nestlé infant formula by the sakazakii bacteria issue�s presence. The respondent of the study consist of parents who have 1-3 years old baby and consumes Nestlé infant formula, and stay at Jakarta, Bogor, Depok, Tangerang and Bekasi area. The data analysis method used is Linear Regression. The study indicated that respondent in average has a good knowledge about sakazakii bacteria, such as knowledge about the environment of sakazakii bacteria, the danger of sakazakii bacteria, the greatest risk of sakazakii bacteria�s infection, and the prevention of sakazakii bacteria�s infection risk. The study also indicated that in despite of the issue, the consumer keeps believe to Nestlé infant formula�s product safety. The consumer�s perception towards Nestlé infant formula�s product safety has significant influence on the consumer�s attitude and repurchase intention towards Nestlé infant formula.