| dc.description.abstract | Indonesia is a major contributor to the growth of the second baby formula
business after China. That is, the potential consumption of the formula milk
community is quite high because some of the things exclusive breastfeeding tend
to decline. Nevertheless, the competitive conditions in the baby milk industry,
especially in the case of infant milk products are still tight and have implications
for the marketing strategies undertaken by many baby milk companies. In
establishing a good marketing strategy then understanding consumer behavior
such as about the habits, needs and desires of consumers becomes important.
This study aims to determine the effect of nutrition, product
characteristics, preparations and ingredients on attitudes and repurchase
intention on the Similac Advance Brand Formula Baby Milk in Surabaya. The
expected benefits of this study are to provide inputs and reference materials for
further research on the effects of nutritional information, product characteristics,
preparations and ingredients on the attitudes and repurchase intention on infant
formula, thereby providing the company benefits to understand consumer
behavior.
This research is a causal research. The research method used is
quantitative method with data processing using AMOS. Data collection was done
by distributing questionnaires to 130 respondents with characteristics of male and
female respondents aged 18-60 years and purchasing Similac Advance product at
least 2 times within the last 3 months.
The results showed that nutrition had an effect on attitude because it had a
positive estimate value of 0.287 with a probability of 0.000 smaller than 5%
(0.05); Product Characteristics have an effect on attitude because it has a positive
estimate value of 0.143 with probability 0.032 which is smaller than 5% (0.05);
Preparations and ingredients have an effect on attitude because it has a positive
estimate value of 0.581 with a probability of 0.000 smaller than 5% (0.05); and
Attitudes Affect the repurchase intention because it has a positive estimate value
of 0.959 with a probability of 0.000 smaller than 5% (0.05). | en_US |
