FACTORS INFLUENCING PURCHASE INTENTION OF ENERGEN PRODUCTS IN INDONESIA
DOI:
https://doi.org/10.31539/costing.v7i6.13652Keywords:
Purchase Intention, Health Awareness, Nutritional Content, Perceived Value, Influencer, Healthy Food.Abstract
The food and beverage industry in Indonesia continues to grow, with the healthy food segment showing an upward trend. One of the well-known products in this segment is Energen. However, despite its strong branding, consumer purchase rates for Energen have declined. This study aims to identify the factors influencing the purchase intention of Energen products in Indonesia using a model that includes Health Awareness, Perceived Nutritional Content, Perceived Value, Attitude Towards Influencer, and Attitude Towards Healthy Food. A quantitative research method was employed with PLS-SEM analysis to process data from 219 respondents collected through online questionnaires. The results indicate that Perceived Nutritional Content, Perceived Value, and Attitude Towards Influencer significantly affect Purchase Intention, however Health Awareness and Attitude Towards Healthy Food do not have a significant impact on Purchase Intention. This study contributes to the academic literature on consumer behavior in the healthy food segment and provides practical implications for Energen's marketing strategies.
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Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Researc, 2, 295–336.
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Creswell, J. W. (2007). Qualitative inquiry and research design: Choosing among five approaches (2 ed.). Sage Publications.
Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. The Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Eberle, L., Sperandio Milan, G., Borchardt, M., Medeiros Pereira, G., & Paula Graciola, A. (2022). Determinants and moderators of organic food purchase intention. Food Quality and Preference, 100, 104609. https://doi.org/10.1016/j.foodqual.2022.104609
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition (2 ed.). SAGE Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Woorkbook. Springer.
Hassan, H. M. K., Quader, M. S., & Aktar, S. (2022). The Role of Perceived Value and Green Consumption Attitude on Purchase Intention of Eco-Bag: A Study on Young Consumers. Jurnal Pengurusan, 65. https://doi.org/10.17576/pengurusan-2022-65-03
Hati, S. R. H., Zulianti, I., Achyar, A., & Safira, A. (2021). Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia. Meat Science, 172, 108306. https://doi.org/10.1016/j.meatsci.2020.108306
Hoek, A. C., Pearson, D., James, S. W., Lawrence, M. A., & Friel, S. (2017). Shrinking the food-print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally friendly food behaviours. Appetite, 108, 117–131. https://doi.org/10.1016/j.appet.2016.09.030
Hoque, M., Alam, Md., & Nahid, K. (2018). Health Consciousness and Its Effect on Perceived Knowledge, and Belief in the Purchase Intent of Liquid Milk: Consumer Insights from an Emerging Market. Foods, 7(9), 150. https://doi.org/10.3390/foods7090150
Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361–372. https://doi.org/10.1016/j.jclepro.2019.01.231
Hwang, J., & Lorenzen, C. L. (2008). Effective nutrition labeling of restaurant menu and pricing of healthy menu. Journal of Foodservice, 19(5), 270–276. https://doi.org/10.1111/j.1748-0159.2008.00108.x
Ikonen, I., Sotgiu, F., Aydinli, A., & Verlegh, P. W. J. (2020). Consumer effects of front-of-package nutrition labeling: an interdisciplinary meta-analysis. Journal of the Academy of Marketing Science, 48(3), 360–383. https://doi.org/10.1007/s11747-019-00663-9
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives. SAGE Open, 11(2), 215824402110157. https://doi.org/10.1177/21582440211015727
Jakpat. (2022). Rethinking Our Sweet Drinks – JAKPAT Survey Report 2022. Jakpat. https://blog.jakpat.net/rethinking-our-sweet-drinks/
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS‐SEM: The inverse square root and gamma‐exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kusdiyanto, K., Saputro, E. P., Sholahuddin, M., Mabruroh, M., Irawati, Z., Murwanti, S., & Setyaningrum, D. P. (2022). Identification of intention to buy healthy food. International journal of business, economics & management, 5(1), 32–41. https://doi.org/10.21744/ijbem.v5n1.1867
Lazaroiu, G., Andronie, M., Uţă, C., & Hurloiu, I. (2019). Trust Management in Organic Agriculture: Sustainable Consumption Behavior, Environmentally Conscious Purchase Intention, and Healthy Food Choices. Frontiers in Public Health, 7. https://doi.org/10.3389/fpubh.2019.00340
Lee, H.-J., & Yun, Z.-S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39, 259–267. https://doi.org/10.1016/j.foodqual.2014.06.002
Li, S., & Jaharuddin, N. S. (2021). Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM). Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1876296
Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960–978. https://doi.org/10.1108/MIP-04-2021-0104
Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2). https://doi.org/10.14707/ajbr.170035
Lin, T. T., Yeh, Y.-Q., & Hsu, S.-Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability, 14(24), 16546. https://doi.org/10.3390/su142416546
Loebnitz, N., & Grunert, K. G. (2018). Impact of self-health awareness and perceived product benefits on purchase intentions for hedonic and utilitarian foods with nutrition claims. Food Quality and Preference, 64, 221–231. https://doi.org/10.1016/j.foodqual.2017.09.005
Mai, R., & Hoffmann, S. (2012). Taste lovers versus nutrition fact seekers: How health consciousness and self‐efficacy determine the way consumers choose food products. Journal of Consumer Behaviour, 11(4), 316–328. https://doi.org/10.1002/cb.1390
Medcom. (2023). Tren Produk Makanan Sehat Kekinian Merebak di E-Commerce. Medcom. https://www.medcom.id/gaya/fitness-health/RkjeEjWb-tren-produk-makanan-sehat-kekinian-merebak-di-e-commerce
Mukul, A. Z. A., Sharmin, A., & Hassan, M. M. (2013). Factors Affecting Consumers’ Perceptions about Organic Food and Their Prevalence in Bangladeshi Organic Preference. Journal of Business and Management Science, 1(5), 112–118. https://doi.org/10.12691/jbms-1-5-5
Munekata, P. E. S., Rocchetti, G., Pateiro, M., Lucini, L., Domínguez, R., & Lorenzo, J. M. (2020). Addition of plant extracts to meat and meat products to extend shelf-life and health-promoting attributes: an overview. Current Opinion in Food Science, 31, 81–87. https://doi.org/10.1016/j.cofs.2020.03.003
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Populix. (2022). Unveiling Indonesian Beauty & Dietary Lifestyle. Populix. https://info.populix.co/articles/report/beauty-dietary-trends/
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2024-12-16
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