ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK SUSU NABATI SIAP MINUM DI JABODETABEK

Purba, Edward Marhannes (2025) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK SUSU NABATI SIAP MINUM DI JABODETABEK. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The growing awareness of healthy lifestyles among urban communities has contributed to the increasing demand for plant-based milk as an alternative to dairy products. This study aims to analyze the factors influencing consumer purchasing decisions toward ready-to-drink plant-based milk products in the Greater Jakarta area (Jabodetabek). Five key variables were examined, namely healthy food lifestyle, animal welfare concern, food curiosity, food safety, and price perception. A quantitative research approach was employed using an online survey method involving 413 respondents who met the inclusion criteria. The collected data were analyzed using multiple linear regression. The results revealed that four variables—healthy food lifestyle (α = 0,000), food curiosity (α = 0,000), food safety (α = 0,002), and price perception (α = 0,000)—significantly influence purchasing decisions (p < 0.05), while animal welfare concern did not show a significant effect (α = 0,336). Among the significant factors, price perception was found to be the most dominant. These findings suggest that functional benefits and perceived economic value play a more crucial role in consumer decisions compared to ethical considerations. This study is expected to provide valuable insights for the food industry in developing targeted marketing strategies and formulating plant-based milk products that align with consumer preferences in urban markets.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Ready-to-drink plant-based milk, purchasing decision, price perception, healthy lifestyle, Jabodetabek.
Subjects:	Customer Behavior Food Science and Technology Thesis > Thesis (S1)
Divisions:	Fakultas Teknik dan Ilmu Komputer > Program Studi Ilmu dan Teknologi Pangan
Depositing User:	Edward Marhannes Purba
Date Deposited:	18 Jul 2025 01:23
Last Modified:	18 Jul 2025 01:23
URI:	https://repository.bakrie.ac.id/id/eprint/11741

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