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Journal : FIRM: Journal of Management Studies

ANALYSIS OF FACTORS AFFECTING THE PURCHASE DECISION OF HEALTHYFOOD Ariestiningsih, Eka Srirahayu; Syarifah Has, Dwi Faqihatus; Suprapti, Suprapti; Herawati, Arny; Latief, Thalita Syafa Syafiqoh
FIRM Journal of Management Studies Vol 8, No 2 (2023): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v8i2.4645

Abstract

Healthy food is consumed to meet nutritional needs in accordance with health standards in order to increase intelligence and a healthy lifestyle. This study aims to determine the factors that most influence on healthy food buying decisions, from internal factors (age, lifestyle and knowledge) and external factors (product, promotion, price and place). In this research delimitation (restrictions) is carried out so that it is more controlled and relevant to what will be proven. The realization is that the age variable is not included in the factor analysis because it is a characteristic of the respondents, the place variable is also not analyzed because the marketing is done online. This correlational quantitative research uses primary and secondary data collected through interviews, documentation and questionnaires to 68 respondents, namely healthy food consumers. Data processing using the KMO-MSA method and interpretation of factor analysis, the results formed factor 1 (price, lifestyle, knowledge) and factor 2 (product and promotion). The Component Transformation Matrix shows the value of Component 1 and 2 whose correlation value is > 0.5, namely 0.735, it is concluded that the five variables are feasible for analysis. To find out the most influential factor, a multiple logistic regression test was carried out, the result is that the product has an Exp(B) value of 4.797, meaning that consumers have a tendency to buy because of the product 4.797 times. Meanwhile, promotions have an Exp(B) value of 8.991, meaning that consumers have a tendency to buy 8.991 because of promotions carried out by producers.
Co-Authors Abdul Mufid Abdul Rahman Acep Hidayat Agnesia, Dian Agustin, Adelia Agustin Aldi Dibio Alif Fahmi, Mohamad Alif Fathur Rachman, Muhammad Alimuddin Rizal Altemeier, Klaus Aminnariana, Diah Anggelia Puspasari Anindya Ardiansari Annasari, Annasari An’nisa Salsabila Apriyanti, Rita Arif, Cut Wulan Arifah, Dwi Fitriyatul Ariyanti, Elisa Asbari, Masduki Ashadi, Reza Ferial Astuti, Jannah Puji Astuti, Rulyta Yuli Astuti, Wenny Aulia Fahira Baidi Bernadette Detty Kussumardianadewi Cahyani, Desy Dwi Cahyono, Yoyok Citra Maharani Daniel Julius Naiborhu Daris, Nuryanto Dewi Tryanasari Dewi Widyaningsih Diani Octaviyanti Handajani Didien Ika Setyaraini Diyah Sukanti Cahyaningsih Duhita Dyah Apsari, Duhita Dyah Dwi Faqihatus Syarifah Has Dyah Widodo Effendi, Ian Eka Srirahayu Ariestiningsih Elfiani Ellis Setyowati Endah Mulyani, Endah Eri Marlapa Esa Septian Eti Poncorini Pamungkasari Fadhilah, Anggia Nur Fathurohman, Irfa’I Feril Hariati Fidhun, Muhammad Fitriani, Eka Nur Gita Kostania, Gita Hening Ryan Aryani Herawati Mansur Herawati, Arny Heytens, Paul Ilmiyah, Najimatul Ingga Mawarni Islam, Saiful Isnaeni, Wilya Istiha, Anissaturrifat Jundra Darwanty Junita Indah Kalumata Kamila Mas’udah, Endah Kanzunuddin, Moh. Karina Aziza Khakim, Muhammad Sabiqul Kosasih, Maratus Sholihah Aprilia Kusuma P, Bertika Latief, Thalita Syafa Syafiqoh Latifah Latifah Lestari, Asriyani Wahyu Lidia Aditama Putri Lily Kholida Maharani Tia Putri Mudlikah, Siti Muhammad Almizanul Adli Muhammad Irsan Saleh Muhammad Isradi Muhammad Munadi Munisah, Munisah Ni Ketut Aryastami Ni Made Novi Suryanti Nina Farliana Noor Fazariah Handayani Novadian Novadian, Novadian Novi Marlena Nugroho, Rino Ardhian Nur Sri Widyastuti Nuryanto Nuryanto Nuryati, Arini Endah Nyimas Natasha Ayu Shafira Oktaviani, Diani Permatahati, Martinda Intan Prakoso, Septyanto Galan Praptoyo, Riska Dwi Pratiwi Rahmah Hakim Puspa Novita Sari Puspitasari, Adelya Rahmah Noor Putri Puspitasari Rahmah, Enis Dyah Fatkhur Rahmawati, Salis Diah Ramadhan, Philosophia Ramadhani, Azizah Ayu Rasyid, Irna Ratimiasih, Yulia Retno Dumilah Ridhotillah, Halif Badriatur Rita Yulifah Rohmawati, Diah Ayu Rokani, Rokani Sa'adah, Noor Safitri, Mirna Sandra SANTOSO SANTOSO Saragih, Elv. Feedia Mona Sari, Febriana Puspita Saykhotin, Sayyidah Sepdian Retnosari Septi Wulandari Shoihah, Khilyatus Silfia Abelita Siti Indarwati Siti Istiana Sitorus, Surya Ningsih Sitti Ramlah Sudargini, Yuli Sudikno Sudikno Suhaimi, Novadian Suhardi, Muhamad Suhestri, Suhestri Sukarsih, Rahmawati Ika Sulistiana Sulistiana, Sulistiana Sunaeni Sundari Sundari Suryaningrum, Lubuk Novi Sutiman Sutiman, Sutiman Syaja'ah, Siti Kholifah Tahira, Tahira Tazkiyah, Nadya Dina Tius, Kaliyarkos Tri Mardiyanti TUBAGUS HERLAMBANG, TUBAGUS Udin, Bagus Sholeh Utami, Evita Septiana Tyas Vania, Nadhila Rifky Wahidah, Ananda Waluyo, Soleh Adi Wawan Shokib Rondli Whinike, Cintya Widodo, Henny Kumalasari Widyarini, Ika Maulidia Wijaya, Ida Bagus Putra Wika Swara Wulandari, Lisa Purbawaning Ximenes, Manuel yuliani, ita Yulindawati, Asworoningrum Yustika, Niken Mega Zulkhair Ali