ANALISIS PENGARUH NUTRISI, KARAKTERISTIK PRODUK, PERSIAPAN DAN BAHAN TERHADAP MINAT PEMBELIAN ULANG MELALUI SIKAP KONSUMEN SUSU SIMILAC ADVANCE DI SURABAYA

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).