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All Journal IJHCM (International Journal of Human Capital Management) Buana Ilmu Jurnal Manajemen dan Bisnis Kreatif Jurnal Ekonomi Jurnal Buana Pengabdian International Journal of Management, Economic, Business and Accounting Majapahit Journal of Islamic Finance and Management Jurnal Akademik Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Majapahit Journal of Islamic Finance dan Management
Citra Savitri
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Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Majapahit Journal of Islamic Finance and Management

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Analysis of Factors Influencing the Decision to Purchase Yakult Probiotic Drink in Karawang Regency Mutiara, Mutiara; Citra Savitri; Syifa Pramudita Fadilla
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i1.384

Abstract

Public awareness of a healthy lifestyle continues to increase, especially in big cities in Indonesia, thus influencing their consumption patterns, including in choosing health drinks such as Yakult. This fermented milk product is increasingly in demand because of its probiotic content which is considered beneficial for health. However, with the many choices on the market, consumers are becoming more selective and considering various factors such as price, quality, promotion, brand image, and perception of health benefits. PT Yakult Indonesia Persada, as a pioneer of fermented milk products, continues to maintain its reputation by setting competitive prices, maintaining quality, strengthening promotions, and building a positive product image and perception. This study aims to analyze the factors that influence Yakult purchasing decisions in Karawang Regency. The study was conducted quantitatively using a survey method of 140 Yakult consumer respondents. The analysis used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The results showed that price, product quality, promotion, brand image, and perception of health benefits had a positive and significant effect on Yakult purchasing decisions. These findings indicate the importance of a comprehensive strategy in maintaining consumer loyalty.
Co-Authors Aditya Affandi Aimmatul Khulwani Aji Tuhagana Elsa Fardila Enjang Suherman Flora Patricia Anggela Ica Lupita Yoeanda Laras Ratu Khalida Mohammad Ferda Aji Perdana Mumun Maemunah mutiara mutiara Nicky Amanda Indriyani Rismayadi, Budi Rizvia Nur Ramadhania Robby Fauji Siti Nurhabibah Suroso Syifa Pramudita Faddila Syifa Pramudita Faddila Syifa Pramudita Fadilla Uus Mohammad Darul Fadli Wikah Widiyawati Wike Pertiwi Wike Pertiwi Wike Pratiwi