Dwi Meilia Fitriyani
Faculty of Management and Business
Bogor Agricultural University, Bogor, Indonesia
E-mail: dwimeilia07@gmail.com
Lilik Noor Yuliati
Faculty of Human Ecology
Bogor Agricultural University, Bogor, Indonesia
E-mail: lilik_noor@yahoo.co.id
Megawati Simanjuntak
Faculty of Human Ecology
Bogor Agricultural University, Bogor, Indonesia
E-mail: mega_juntak@ipb.ac.id
Submission: 15/08/2016
Revision: 08/09/2016
Accept: 19/12/2016
ABSTRACT
The research objective are to investigated the factors (motivation and stimulus factor) influencing
consumer involvement and the causality between consumer involvement with the
product knowledge as well as purchasing behavior and formulate
appropriate marketing strategies for the Oral Nutritional Supplements (ONS). The research is carried out
using online survey method. The data is obtained using
social media to facilitate and accelerate the distribution of questionnaire with sample size of 100. The
research tool used was a 5-points Likert questionnaire in which respondents
were asked to show their agreements about 40 items of 5 constructs. A partial
least square
(PLS) - structural equation modeling (SEM) by Smart-PLS software used to test the model. The main contribution of this paper is based
on the argument that consumer involvement is highly important in order to
understand purchasing behavior. The results show that motivation and stimulus factor had significant
affects on consumer involvement, consumer involvement had
significant influence to product knowledge as well as ONS purchasing behavior,
however product knowledge did not have significant affects on
purchasing behavior.
Keywords: Consumer Involvement, Motivation,
Stimulus Factor, Oral
Nutritional Supplements, Purchasing behavior
1. INTRODUCTION
Inadequate
calorie intake consumed by a patient is one of the factors of malnutrition.
Malnutrition can be overcome by giving nutrients orally to prevent lack of
nutrients due to illnesses. Giving the right foods in sick infants and children
can reduce morbidity and mortality (SUNATRIO et al., 2011). Oral Nutritional
Supplements (ONS) can serve as additional diet for people with insufficient
nutrients to boost their nutrient level (LOCHS et al., 2006).
Generally
ONS can be found in a form of ready-to-drink liquid or protein powder
supplements assumed as milk further consumed by the consumers. Essentially, ONS
contains specific amount of calorie and protein since it is categorized a
specific diet food, so that considered healthy and not having a malnutrition
problem, should not consume ONS in a long period of time. ONS are relatively
expensive compared to other kinds of milk for further consumption. So, it is
important for the consumers to get more involved in the decision of purchasing
ONS since they are categorized high-risk products.
In the
process of purchasing or consuming a certain product, consumers will undergo a
series of stages such as, identifying needs, seeking for information, and
evaluating the alternatives. Seeking for information can be initially done when
a consumer realizes that consuming a certain product can fulfill the needs. The
next stage is evaluating the alternative. It is when a consumer compares
several brands with some choices to solve problems. A consumer who gets deeply
involved in choosing a product (high involvement decision making) will
experience several phases that are proclaiming faith, shaping attitude, and
having desire to take action (SUMARWAN, 2002).
The
involvement of consumers is one of important aspects to be learned by a company
because it has a significant role in describing the behavior of consumers
(MITTAL, 1989). Other than that, the consumers’ involvement is the key to
decide a certain brand in the buying process (GHAFELEHBASHI et al., 2011).
Every
consumer may have different decision depending on how intense they get involved
in the products that they want to purchase. The product that needs high
involvement decision making, such as ONS will need a serious consideration so
that consumers do not buy the products on spot, but seek for the information
prior to buying the products. Expensive products are considered having a high
financial risk for the consumers so that they force themselves to get more
information about the products (SUMARWAN, 2002).
The
consumers that have intense involvement in, for example, a prescription will
discuss deeply about medicines prescribed with a doctor comparing to consumers
who have moderate involvement (LIMBU; TORRES, 2009).
The
involvement of consumers is influenced by several factor, such as individual
factors (motivation, level of importance, interest and value), the objective
factors or stimulus (alternative differences, communication sources and
communication content) and also situational factors (use and chance)
(ZAICHKOWSKY,1986; BLOCH,1982).
The
consumers who have intense involvement in a product will gain clearer
perception on the attributes, higher importance, and more serious commitment
(MULYANA, 2014; HARARI; HORNIK, 2007).
Bloch
(1982) said that an individual, who is interested in a certain product, will
certainly be motivated and look for the product they liked. Finally, the
consumer will do the best effort intensively look for the information concerning
the object through mass media, by visiting stores, or by searching the
information from internal sources. All of these efforts will make the consumer
becoming an expert and having more knowledge on the product. The involvement of
consumer will also influence the product knowledge (CHANG; HUANG, 2002) and the
objective knowledge (VIEIRA, 2009).
When
consumers have a better understanding about product knowledge, they will have a
better ability to process the information and will be able to recall the information
better (SUMARWAN, 2002), so that it can influence consumer purchasing behavior.
In recent
times, there are not many research studies on consumer involvement in purchasing
behavior concerning products, in particular the ONS products. Generally, the research
concerning involvement is carried out focusing on clothes, medicines prescribed
by doctors, cosmetics, shallots, and advertisement.
A study
research on ONS has been carried out by Setyanti (2009) using the approach of
mature enteral nutrition product marketing strategy. The result showed that the
influenced factors of respondents to consume the enteral clinical nutrition
were nutritionist, educational background, monthly expenditure, and product
availability factor.
Mulyana
(2014) did a research on the involvement and behavior of clothes purchasing in
Bandung with latent variables that were innovation, materialism, usefulness,
stimulus factor, and situational factor; the moderate variable in clothes
purchasing was involvement.
Besides
Mulyana (2014), Kinard and Capella (2006) also stated that involvement was the
moderated variable in making a decision. Since there are not many researches
concerning the involvement in food products particularly the ONS, it is
interesting to research this product.
Based on
previous researches, several variables are used to build the involvement
construction. In this research, the variables used to build the construction of
involvement and behavior of purchasing are motivation, stimulus factor against
consumer involvement, the connection between involvement and product knowledge,
and the relation between product knowledge and purchasing behavior.
Motivation
and stimulus factor are important variables to be analyzed since by having
motivation, an individual will be encouraged to take actions to fulfill the
needs. It is important for a company to understand the consumer’s motivation in
purchasing certain products, so the company can provide products suitable for
the consumer demand. Stimulus factor is an important variable in the
involvement process because it can influence the consumer’s attention.
The
stimulus factor can be controlled by a company in order to get the consumer’s
attention. A company has to increase its budget to market the products so that
the consumers can understand better about the stimulus given by the company,
and have the involvement with the products, so they will decide to buy certain
products.
Consumers’
behavior should be taken into consideration since it affect very much on a
purchasing decision making. Concerning this issue, it is important to study the
factors that influence the consumer’s purchasing behavior on the products of
Oral Nutritional Supplement (ONS). So, the company can provide suitable
marketing strategies that influence the purchasing behavior and priciesly go
the intended targeted consumers.
2. THEORETICAL FRAMEWORK
2.1.
Consumer
involvement
Involvement
is the personal interest level perceived or the interest aroused by the
stimulus in specific situations. To the extent of the existence, the consumers
act deliberately to minimize risks and maximize the benefits gained from the
purchase and consumption (ENGEL et al., 1994).
Krugman (1967) described involvement as a combination of needs, values,
interests, and situational variables. Guthrie and Kim (2008) in Rothschild
(1984) defines involvement as a state of interest, motivation, or arousal.
Bloch (1986) as an unobservable state reflecting the amount of interest,
arousal or emotional attachment a consumer has with a product.
Zaichkowsky
(1986) in the journal entitled "Conceptualizing
Involvement", explains the antecedents of involvement, i.e personal
characteristics, objects and situations. The personal characteristics that
influence involvement are the needs, interests, values and interest. Thus it can be stated that
involvement is the perception of the object based on the needs, values and interests. According to Zaichkowsky,
involvement is the function of people, situations and objects, Involvement= f (person, situation, object).
2.2.
Oral
nutritional supplements
According
to Holdsworth,
Madden, and Gandy (2006), enteral is giving
nutrition through the gastrointestinal tract, for example using a feeding tube
that directly passes through a specific part of the gastrointestinal tract.
Enteral nutrition in the United States is known as the Medical Food (MF) while
in Europe it is known as the Food For Special Medical Purpose (FSMP).
Giving
the right foods in sick infants and children can reduce morbidity and
mortality. The purpose of giving enteral nutrition is to mitigate, cure or
prevent disease, as well as to maintain the health of sick infants and children
(SUANDI, 1999).
2.3.
Relationship
between motivation and involvement
Wills et al. (2012)
explains that high motivation in health and nutrition claims on product greatly
influences the buying behavior of products with nutrition benefits. Mulyana
(2014) states that one of the factors that influences involvement is
materialism factor and products usability that represent consumer motivation.
Mittal (1989) states that involvment is a motivational state of mind of a
person regard to an object or activity, it reveals itself as the level of
interest in that object or activity. Research of Iwasaki and Havitz (1990) studies
the relationship of involvement that define of involvement as an unobservable
state of motivation, arousal, or interest toward recreational activity or
associated product. Antecedent of involvement consist of two general factors:
individual characteristics and social-situational influences.
Based on
various studies that relate individual factor, particularly motivation, and
involvement, for example by Engel et al. (1994), Zaichkowsky (1986), Mittal (1989), Iwasaki and Havitz
(1990), Wills (2012), and Mulyana (2014), then hypothesis that will be answered
in this study is formulated, namely:
H1:
Motivation affects involvement significantly.
2.4.
Relationship
between stimulus factor and involvement
Research by Schmidt and Spreng (1996) shows that at the stage of information search, consumers will
gather a variety of information that can support them to be better in making
decisions. According to Olshavsky and Wyner (1995), quoted by Schmidt and Spreng (1996), the information sources used by consumers can be classified
into several types, namely:
1.
Controlled marketer (personal selling, advertising,
product information on the packaging, product brochures)
2.
Reseller information (catalogue)
3.
Third-party independent organization
(magazine, newspaper articles)
4.
Interpersonal sources (friends,
acquaintances)
5.
Inspection
(observation)
Mittal
(1989) states that the amount of information search increases as the
involvement of a product upsurges. Based on various studies relating stimulus
factors of information and involvement for example by Zaichkowsky (1986),
Schmidt and Spreng (1996), Setyanti (2009), Gunawan (2002) and Mittal (1989), then the hypothesis that will be answered in this study is formulated,
namely:
H2:
stimulus factors affects involvement significantly.
2.5.
Relationship
between involvement and product knowledge
The
research results conducted by Chang and Huang (2002) states that
consumers who have high involvement and high product knowledge shows that
internal information plays more important role than external information when
the consumers will make purchase decisions on products. Although consumers have
high involvement and high product knowledge, the external information is used
by consumers as a reference.
Vieira
(2009) explains the mutually supportive relationship between involvement and
subjective knowledge; it shows that involvement affects the time to think or to
perceive a product. Assuring the relationship described by Vieira, the research
conducted by Pillai (2005) states that the higher the level of consumer involvement
the higher the accuracy level of product knowledge of the consumers. The more
information on products the consumers gather, the more involved they are, and
the higher knowledge they get. Thus, it can be concluded that consumer
involvement has strong influence to the consumer’s subjective knowledge.
Research
conducted by Ti and Widdows (1999) employs Frontier approach aiming to
determine the effect of information on their purchase decisions by using the
combined effect of product knowledge
and product involvement of
stimulus factors given to consumers. The result is that the involvement of
consumers a product is closely related to the products knowledge obtained by
consumers.
Based on
various studies that relate involvement and knowledge of the product, for
example by Engel et al. (1994), Chang and
Huang (2002), Vieira (2009), Pillai (2005), as well as
Ti and Widdows (1999) then the hypothesis that will be answered in this
research is formulated, namely :
H3: Involvement affects product
knowledge significantly.
2.6.
Relationship
between involvement and purchasing behavior
Based on
research conducted by Mulyana (2014), advertisement involvement and involvement
of decision making has significant influence on apparels product purchases.
Product involvement also influences the purchasing behavior but not
significant. Kinard and Capella (2006) stated that involvement is a moderate
variable in the purchase process.
Affirming
the statement by Kinard and Capella, the research of Ghafelehbashi et al. (2011) states
that involvement is a determinant of decision-making on purchasing
behavior. The
research conducted by Gore et al. (1994) showed positive corelation between
consumer involvement in non prescription medicine and purchases decision.
Based on
various studies that relate involvement and the purchasing
behavior, for example by Engel et al.
(1994), Solomon et al. (2006), Mulyana (2014), Kinard and Capella (2006), as
well as Ghafelehbashi et al. (2011), the hypothesis that will be answered in the
study is formulated, namely:
H4:
Engagement affects purchasing behavior significantly
2.7.
Relationship
between product knowledge and purchasing behavior
According
to Ward (2009) the influence of knowledge, habits, and the referent group to
the consumption of energy drinks is that the presence of precaution or warning
on the label of energy drinks significantly reduces the consumption of energy
drinks (p<0.1). The referent group does not show a significant effect on the
consumption of energy drinks, because teenagers tend to consume energy drinks
individually (p <0.1).
Hong
(2015) examined the consumer behavior in Hanoi in the purchase of infant
formula milk. The result is very important to communicate the quality of infant
formula products to consumers; consumers who have knowledge about breast milk
and nutrition state that breast milk is very important to give to the baby, but
women who work in the office choose to give infant formula milk, and before
purchasing the product, consumer study the characteristics and quality of the
products to be purchased. This study focuses on the knowledge about nutrition
and products purchased by respondents that influence the purchasing behavior of
consumers of infant formulas.
Based on
various studies that relate knowledge of the product and the buying behavior
e.g Ward (2009) and Hong (2015), then the hypothesis that will be answered in
this study is formulated, namely:
H5:
Knowledge of products affects purchasing behavior significantly.
2.8.
Relationship
between motivation and purchasing behavior
According
Khaniwale (2015), there are several reasons underlying a person’s behavior in
performing the purchase process. The reasons can be considered as motivation.
Motivation can be regarded as a driver in meeting the needs or as a driver for
achieving certain goals. This is in accordance with Rani (2014) who states that
motivation will encourage consumers in doing buying behavior.
The
motivation level of the consumers will affect the buying behavior of consumers
so the company should be able to capture the needs of consumers and to conduct
stimulus so that the consumers can be aware of the needs and have motivation in
making a purchase. Based on various studies that relate motivation and purchasing
behavior e.g Khaniwale (2015) and Rani (2014), then the hypothesis that will be
answered in this study is formulated, namely:
H6:
Motivation indirectly affects purchasing behavior significantly.
2.9.
Relationship
between stimulus factors and purchasing behavior
Stimulus
conducted by the company to increase consumer purchasing behavior through
advertising for example print and electronic media, referent group of key
opinion leader, or through the information label on the product’s package. Some
companies conduct advertising with the aim to achieve company’s goals and to
boost market share and sales volume.
Research
sesults by Akanbi and Adeyeye (2011) explains that advertising significantly
influences on the increase of sales volume of the products. This result is in
line with the results of Abah and Olohiliye (2015) which state that advertising
significantly influences purchasing behavior (Rai, 2013) and sales volume
increase of beer products in Nigeria.
Based on
studies that relate stimulus factors and purchasing behavior e.g studies Akanbi
and Adeyeye (2011), Abah and Olohiliye (2015), and Rai (2013), then the
hypothesis that will be answered in this study is formulated, namely:
H7:
Stimulus factors indirectly affect purchasing behavior significantly.
3. METHODOLOGY
3.1.
Research
approach
The
research is carried out using survey method that is gaining research samples
from respondents as the representatives of population, and using questionnaire to
measure the primary data according to individual analysis unit. The research is
a cross sectional survey that is an
observational research on facts about tendencies and problems obtained in a
certain period of time, so that the research object is not observed
continuously in a long period of time.
The data
is obtained using online social media to facilitate and accelerate the
distribution of questionnaire. The online survey method has a weakness that is
the difficulty of the researcher to explain the questionaire compared to a
face-to-face survey method. The questionnaire link is spread among social media
groups discussing topics about nutrition for children, child development, child
rearing and education for children.
Before
filling out the questionnaire, the criteria of the eligible respondent are
mentioned first, so that the respondent will participate in the survey
according to the criteria set by the researcher. The respondent criteria are a
mother of children of 1 to 12 years old, a mother who has bought ONS products,
at least once for the past 6 months. Children of 1 to 12 years old are the
target consumers of ONS products for children. Prior to spreading out the
questionnaire, the researcher has contacted the group administrator asking for
permission to spread the questionnaire.
The
result is that there are 6 social media groups giving permission to carried the
research. Prior to conducting the survey, the researcher has also undergone a
questionnaire reliability research test given to 30 respondents, and the result
shows that the questionnaire is reliable. Several researchers have obtained
data using online method, among others Manalu (2008), Briggs (2010), and Nugraha (2015).
3.2.
Research
sampling
The
sample unit of this research is mothers with children ranging from 1 to 12
years old. They have bought ONS products at least once in past six months.
According to Kwong and Wong (2013) quoted the guidelines of Marcoulides and
Saunders (2006), the minimum numbers of sample for a marketing research using a
structural model that has latent variable errors, are 70. Some researchers
suggests that the number of sample used for path modeling are around 100 to 200
samples (HOYLE, 1955 in KWONG; WONG, 2013). Referring to this theory, the
number of samples used in this research are 100 people.
The
sampling technique is a non-probability-sampling procedure that is population
obtained without knowing the information about them, called sampling frame (ABIDLLAH;
HARTONO, 2015). A purpose sampling is used to determine the sample. Purposive
sampling is a technique to choose sample based on certain criteria according to
the purpose of research (ABDILLAH; HARTONO 2015). The criteria set in this
research is only for mothers who have children ranging from 1 to 12 years old
and have bought the ONS products at least once for the past six months. Children
ranging from 1 to 12 years old is according with segmentation of the products
(ONS).
3.3.
Research
variables and measurement method
In this
research there are two variables, exogenous latent variables and endogenous
latent variables (Table 1). Operationally, latent variables were defined by
explaining thoroughly what the concept is and were measured by using indicators
(ABDILLAH; HARTONO 2015). In this research there are 7 latent variables, and as
to the research hypothesis, four variables are measured using an instrument in
a form of a 40 questionnaires consisting indicators of those variables.
Each
question represents one indicator. The instrument used in this research a
modified version taken from Mulyana (2014), Cass (2000), and Engel et al.
(1994). The exogenous variables are the involvement determinants consisting of
motivation and stimulus factors. The endogenous variables are consumer’s
involvement, product knowledge, and purchasing behavior. The measurement scale
used is likert scale indicating 5 points, 1 indicating strongly disagree, and 5
indicating strongly agree.
Table 1:
Definition and variable measurements
Latent Variables |
Description of Latent Variables |
Indicator variables |
References |
Motivation (M) |
A situation activated or moved towards one’s behavior based on the
purposes, including the drives, wishes and expectations |
Food supplement (M1) |
Mulyana (2014), Mowen and Minor (1998) |
Weight gain (M2) |
|||
Recovery process (M3) |
|||
Overcoming eating difficulty (M4) |
|||
Friend or family recommendation (M5) |
|||
Pediatrician recommendation (M6) |
|||
Interesting gifts (M7) |
|||
Accepting samples (M8) |
|||
Flavors loved by children (M9) |
|||
Stimulus Factor (S) |
Information given by the company to attract the attention
causing the consumer’s involvement |
Telemarketing (S1) |
Mulyana (2014), Schmidt, Spreng(1996), Setyanti (2009),
Gunawan (2002) |
Sales promotion girl (S2) |
|||
Paramedics (doctors or nutritionists) (S3) |
|||
Social media (S4) |
|||
Advertisement (S5) |
|||
Brochures or magazines (S6) |
|||
Samples (S7) |
|||
Consumer Involvement (K) |
Advertisement Involvement (KI) is a personal interest or the levels of
personal interest toward advertisement |
Searching for an advertisement from one of the media (KI1) |
Mulyana (2014), Cass (2000), Zaichkowsky (1986) |
Showing interest in advertisements (KI2) |
|||
Personal relevance of advertisement (KI3) |
|||
Looking for information through advertisement (KI4) |
|||
Being meticulous in advertisement (KI5) |
|||
Discussing advertisement with family members (KI6) |
|||
Product Involvement (KP) is interest or the levels of personal importance
toward a product |
The importance of ONS (KP1) |
Mulyana (2014), Cass (2000), Zaichkowsky (1986) |
|
The interest of ONS (KP2) |
|||
Personal relevance of advertisement (KP3) |
|||
Being meticulous in analyzing the package label of ONS(KP4) |
|||
Having scrupulous product attention (KP5) |
|||
Involvement in Decision Making (KK) is interest or the levels of personal
importance toward a product decision making |
Personal interest in decision making (KK1) |
Mulyana (2014), Cass (2000), Zaichkowsky (1986) |
|
Comparing several brands when purchasing
(KK2) |
|||
Calculating prices among brands when purchasing (KK3) |
|||
Giving a deep thought when deciding to purchase (KK4) |
|||
Purchasing is carried out individually (KK5) |
|||
Consumption Involvement (KS) is interest or the levels of personal
importance toward product consumption |
Being satisfied after consuming ONS (KS1) |
Cass (2000) |
|
Consumption importance toward ONS (KS2) |
|||
Experiencing when a child consumes ONS(KS3) |
|||
Product Knowledge (P) |
A collection of various information on products |
Other names for ONS (P1) The calorie contained in ONS (P2) The fat contained in ONS (P3) The benefits of consuming ONS (P4) The serving method of ONS (P5) |
Vieria (2009), Engel et al. (1994), Chang and Huang (2002) |
Purchasing Behavior (PP) |
Consumer behavior in relation to stores, product
and information search for the attribute of a certain product |
Purchasing Volume
(PP1) Expenditure for ONS
(PP2) |
Setyanti (2009) |
3.4.
Data
analysis
The model
used in this study is predictive relationship modeling and PLS-SEM (Partial
Least Modeling) technique is used to test the hypothesis in this study, using
SmartPLS software.
4. RESULTS AND DISCUSSION
4.1.
Assessing
outer model of the measurement model
According
to Ghozali (2012), there are three criteria in the use of analytical techniques
using SmartPLS, which is to assess the outer model namely convergent validity,
discriminant validity, and composite reliability.
1) Convergent validity
Test
validity can be seen from the loading factor for each construct indicator. Rule
of thumb used to assess convergent validity is the loading factor value of
0.6-0.7 for exploratory research, however, for the the early stage of the
development of the measurement scale, the loading factor of 0.5-0.6 is still
considered as sufficient (CHIN, 1998).
The
convergent validity deals with the principles that the gauges of the constructs
should have high correlation. Based on Hair et al. (2011) rule of thumb
commonly used to do initial investigation of the factor matrix is ± 0.3,
considering that it has met the minimum level; for loading of ± 0.4 it is
considered as better, and loading 0.5 is considered as practically significant.
Thus, the higher the loading factor is, the more important the role of loading
in interpreting the factor matrix.
Based on
the analysis result (Table 2) of 40 construct variables indicators, 31
indicators have a value of loading factor of more than 0.5 and 9 indicators
that have a value of less than 0.5. This indicates that the indicator value
<0.5 is unable to describe the latent variables in the purchase of ONS so
that both indicators are omitted.
Table: 2 Variable
and loading factor
Variable |
Dimension |
Indicator |
After Elimination |
After Boostrap |
Motivation (M) |
Food supplement (M1) |
0.794 |
19.060 |
|
Weight gain (M2) |
0.720 |
7.487 |
||
Recovery process (M3) |
0.649 |
6.328 |
||
Overcoming eating difficulty (M4) |
0.778 |
14.198 |
||
Friend or family recommendation (M5) |
0.540 |
4.604 |
||
Interesting gifts (M7) |
0.668 |
10.140 |
||
Children
love the flavors (M9) |
0.615 |
8.699 |
||
Stimulus
Factor (S) |
Telemarketing (S1) |
0.751 |
11.300 |
|
Sales promotion girl (S2) |
0.752 |
11.893 |
||
Social media (S4) |
0.764 |
10.339 |
||
Advertisement (S5) |
0.852 |
36.096 |
||
Brochures or magazines (S6) |
0.768 |
13.627 |
||
Samples (S7) |
0.634 |
8.032 |
||
Involvement |
Advertisement Involvement (KI) |
Searching for an advertisement from one of the media (KI1) |
0.772 |
14.161 |
Showing interest in advertisements (KI2) |
0.861 |
30.865 |
||
Personal relevance of advertisement (KP3) |
0.882 |
27.926 |
||
Being meticulous in advertisement (KI5) |
0.875 |
30.796 |
||
Product
Involvement (KP) |
The importance of ONS (KP1) |
0.884 |
23.765 |
|
The interest of ONS (KP2) |
0.838 |
24.942 |
||
ONS
product is very suitable for children’s need (KP3) |
0.890 |
42.842 |
||
Having scrupulous product attention (KP5) |
0.754 |
14.126 |
||
Involvement in Decision Making (KK) |
Personal interest in decision making (KK1) |
0.874 |
21.883 |
|
Purchasing is carried out individually (KK5) |
0.770 |
10.697 |
||
Consumption
Involvement (KS) |
Being satisfied after consuming ONS (KS1) |
0.920 |
42.06 |
|
Consumption importance toward ONS (KS2) |
0.889 |
30.692 |
||
Experiencing when a child consumes ONS(KS3) |
0.892 |
30.925 |
||
Product
Knowledge (P) |
Other names for ONS (P1) |
0.909 |
13.607 |
|
The calorie contained in ONS (P2) |
0.872 |
8.851 |
||
The fat contained in ONS (P3) |
0.810 |
9.797 |
||
Purchasing
behavior (PP) |
Purchasing Volume
(PP1) |
0.875 |
13.63 |
|
Expenditure for ONS
(PP2) |
0.816 |
7.837 |
Discriminant
validity is related to the principles that the different construct gauges
should not have high correlation. Discriminant validity test is assessed based
on the cross landing of the measurement with the constructs or by comparing the
AVE root for each construct with the correlation among the constructs in the
model. The model has sufficient discriminant validity if the AVE root for each
construct is bigger than the correlation among the constructs in the model (ABDILLAH;
HARTONO, 2015).
Based on
the table of cross loading (Table 3), it can be concluded that each indicator
in latent variable has differences with the indicators in other variables shown
with the higher loading score in its construct except in motivation construct.
Table: 3 AVE and
discriminant validity based on cross
loading value
AVE |
Motivation |
Stimulus factor |
Involvement |
Product knowledge |
Purchasingbehavior |
|
Motivation |
0.470 |
0.686 |
|
|
|
|
Stimulus factor |
0.572 |
0.592 |
0.756 |
|
|
|
Involvement |
0.376 |
0.701 |
0.663 |
0.613 |
|
|
Product knowledge |
0.708 |
0.254 |
0.330 |
0.346 |
0.865 |
|
Purchasing behavior |
0.748 |
0.397 |
0.133 |
0.339 |
0.100 |
0.846 |
3) Composite reliability
Reliability
test is performed to prove the accuracy, consistency, and accuracy of the
instrument in measuring the construct. Test reliability by using PLS SEM can be
conducted in two ways, which are based on the value of Cronbach's alpha and composite
reliability. Rule of thumb used to assess the reliability construct is that the
composite reliability value must be greater than 0.7 for confirmatory research
and a value of 0.6-0.7 is still acceptable for exploratory research.
Based on
Table 4, the value of Cronbach's alpha and composite reliability generated by
the majority of all constructs was excellent which is above 0.6 so that it can
be concluded that all indicators of the construct are reliable or that they
meet the reliability test.
Table: 4 Reliability
test through Cronbach's alpha and composite reliability
Cronbach's Alpha |
Composite Reliability |
|
Motivation |
0.811 |
0.859 |
Stimulus factor |
0.850 |
0.888 |
Involvement |
0.898 |
0.912 |
Product knowledge |
0.830 |
0.899 |
Purchasing behavior |
0.594 |
0.829 |
4.2.
Evaluation
of structural models
Structural
model testing is carried out by looking at the value of R-square of any
endogenous latent variables as the predictive power of the structural model.
According to Hair et al. (2011), the R-square value of 0.75; 0.50 and 0.25 can
be concluded as the model of a strong, moderate and weak respectively while
according Chin (1998), the R-square value of 0.67; 0.33 and 0.19 belongs to the
model of powerful, moderate, and weak respectively. R-square value of the
analysis research results can be seen in Figure 1.
Figure 1: Research model
(measurements and R2)
Based on
Figure 1, the ability of the motivation variable and stimulus factor variable
in explaining the involvement is of 58.6% which belongs to moderate model, the
ability of the involvement variable in explaining the knowledge is of 12% which
belongs to the weak category, and the last the ability of the variable of
involvement and knowledge in explaining the purchasing behavior is of 11.5%
which belongs to the weak category.
4.3.
Hypothesis
testing
4.3.1. Relationship
between motivation and involvement (H1)
The
t-test (5.132) value of motivation variable (Table-5), which is above 1.96, it
can be concluded that motivation has direct and significant impact on
involvement, meaning that the higher the motivation of respondents to ONS is,
the higher the involvement would be.
This is
in line with researches by Zaichkowsky (1986), Mittal (1989), Iwasaki and
Havitz (1990), and Mulyana (2014) which state that one of the factors that
influence the involvement is motivation. So the higher respondents motivation
is, the higher their involvement in ONS products will be. High motivation for a
product will increase consumers willingness to process information about
desired brand (MACLNNIS et al., 1991) and to compare one brand to another brand
(PETTY; CACIOPPO, 1981 in GHALAFEHBASHI et al., 2011) and that will increase
consumer involvement.
Table: 5
Result of hypothesis testing
Construct |
Path model |
t-value |
Results |
|
(H1) |
Motivation
→ Involvement |
Direct effect |
5.132 |
Accepted |
(H2) |
Stimulus factor
→ Involvement |
Direct effect |
3.773 |
Accepted |
(H3) |
Involvement →
Product knowledge |
Direct effect |
3.619 |
Accepted |
(H4) |
Involvement →
Purchasing behavior |
Direct effect |
3.382 |
Accepted |
(H5) |
Product
knowledge → Purchasing behavior |
Direct effect |
0.171 |
Rejected |
(H6) |
Motivation ->
Purchasing behavior |
Indirect effect |
2.410 |
Accepted |
(H7) |
Stimulus factor
-> Purchasing behavior |
Indirect effect |
2.736 |
Accepted |
Notes: * t-values for
two-tailed test: 1.96 (significance level = 5%)
Source: (Hair et al.,
2011)
4.3.2. Relationship
between stimulus factor and involvement (H2)
The value
of the t-test (3.773) of stimulus factor
variable, which is above 1.96, it can be
concluded that stimulus factor has direct and significant impact on involvement,
meaning that the higher the stimulus factor given to the respondent, the higher
the involvement will be. This is in line with researches by Mowen and Minor
(1998), Zaichkowsky (1986), Schmidt and Spreng (1996), Gil et al. (2007),
Setyanti (2009), and Gunawan (2002) which state that the stimulus factor
influences involvement. Involvement is a collection of communication between
stimulus giver i.e. stimulus provided by the company, and the response from
consumers (MACLANNIS et al., 1991).
A person
with intention to buy a new product, for example ONS for their children, and
later sees the product on television, will make inquiries about the product promoted by the manufacturer so that
the consumer will be more involved in seeking information about benefits
and usability and other information
about ONS.
4.3.3. Relationship
between involvement and product knowledge (H3)
The value
of t-test (3.619) variable of product knowledge factor, which is above 1.96, so
it can be concluded that involvement directly and significantly affects product
knowledge, meaning that the higher the involvement of respondents in ONS, the
higher their product knowledge will be.
This is
in line with research by Ti and Widdows (1999), which states that consumers
involvement in a product is closely related to their product knowledge. Park
and Moon (2003) explain that the more engaged consumers in a product, the
higher their knowledge about product attributes will be. So better
understanding of the two factors that play a role in purchasing behavior,
involvement and consumer product knowledge can help create the right message
and effective communication and help customers in remembering the message or
information on the product during the purchase process.
These
messages can guide consumers to select the desired brand when purchasing
process takes place (AGHDAIE; HONARI, 2014). The result is also in line with
research by Limbu and Torres (2009) on prescription of drug products, which
states that the more involved the consumers are, the higher consumer awareness
of the product, the brand name, and a tendency to discuss drugs shown by health
professionals.
4.3.4. Relationship
between Involvement and purchasing behavior (H4)
It can be
seen that the value of t-test engagement variable is 3.382, which is above
1.96, so it can be concluded that involvement has a direct and significant
impact on purchasing behavior. The higher the involvement of respondents in ONS
product is, the higher its influence on purchasing behavior will be since
respondents are increasingly involved in the process of information inquiry,
exposure to the stimulus of producers, friends, family, social media, or the
internet so that respondents know the information and the product benefits and
this facilitates respondents to purchase ONS.
This is
in line with research by Kinard and Capella (2006), which states that
engagement is a determinant of decision-making on purchasing behavior because
consumer purchasing decisions differ depending on the level of consumer
involvement in a product (GHAFELEHBASHI et al., 2011).
4.3.5. Relationship
between product knowledge and purchasing behavior (H5)
With the
value of the t-test variable between product knowledge and purchasing behavior
of 0.171, which is below 1.96, it can be concluded that product knowledge does
not indirectly affect purchasing behavior in significant way. Higher product
knowledge does not significantly affect the purchase volume of ONS for
children.
This is
not in line with the researches by Ward (2009) and Hong (2015) which state that
respondents’ knowledge on nutrition and products has significant impact on
their purchasing behavior of baby formulas. This might have caused by the
positioning of ONS product as a nutritional supplement consumed only when
children do not want to eat or when they are sick. ONS product is not a regular
product that is consumed regularly, but it is usually consumed in a certain
condition when there is a decline in child nutritional status.
Thus,
consumers’ better product knowledge of ONS does not necessarily increase the
volume of ONS purchases for children.
4.3.6. Relation
between motivation and purchasing behavior (H6)
The
indirect effect of the relationship between motivation and purchasing behavior
has a value of t-test 2.410, which is above 1.96. So, it can be concluded that
motivation has a significant indirect effect on buying behavior, meaning
motivation will increase involvement and higher involvement means higher
purchasing behavior.
This is
in line with research by Gore et al. (1990) which shows positive results
between consumer involvements in the non-prescription drug products with
purchase decision. In addition, research by Deiner (2016) on the influence of
motivation and buying behavior of bamboo furniture products that shows although
the respondents' knowledge on product attributes is high, there is no
significant effect on buying behavior.
Khaniwale
(2015) and Rani (2014) also state that motivation will encourage consumers in
making purchasing behavior, but this study shows that motivation boosts
purchasing behavior through engagement. Consumer motivation level will affect
consumer involvement because involvement is a moderating variable of purchasing
behavior because in certain situations and environments engagement will
increase consumers’ motivation and preferences for a product.
Based on
this phenomenon, it can be seen that the level of motivation will influence
purchasing behavior so the company should be able to capture the needs of
consumers, and do the right stimulus so that consumers can be aware of their
needs and have motivation in making a purchase.
4.3.7. Relation
between stimulus factors and purchasing behavior (H7)
The
indirect effect of the relationship between stimulus and buying behavior has a
value of t-test 2.736, which is above 1.96, so it can be concluded that the
stimulus factor has an indirect significant effect on purchasing behavior. So,
the higher the stimulus factor given to respondents by the producer is, the
higher the purchasing behavior will be, but it should be through involvement
variable.
This is
in line with researches by Akanbi and Adeyeye (2011), Abah and Olohiliye (2015)
which state that advertising significantly influences purchasing behavior (Rai,
2013) and an increase in the sale volume of beer products in Nigeria. So the
use of information will indirectly help consumers to shape attitudes toward
certain brands in order to boost consumers’ confidence in buying a product (CHANG;
HUANG, 2002).
5. CONCLUSION
The
results of this study show that motivation and stimulus factors directly
influence the involvement. The higher the factor of motivation and stimulus
provided by the company is, the higher the involvement in ONS will be. The
highest motivation variable and considered the main indicator is that ONS can
serve as food supplement for children. The stimulus factor with the highest
value and plays important role in increasing respondents’ involvement is
advertising. Of the four dimensions of involvement, the involvement dimension
with the highest value is product involvement, which means that the respondents
are very interested in the ONS products.
Involvement
has a direct effect on product knowledge, which means respondents’ higher
involvement in ONS leads to higher product knowledge. Involvement also has a
direct significant effect on purchasing behavior. The higher the respondent’s
involvement in ONS is, the higher its influence is on ONS purchasing behavior
because respondents are increasingly involved in the process of information
inquiry, exposure to the stimulus by producers, friends, family, social media,
or the internet so that the respondents know the information and the product
benefits and this helps them make ONS product purchases.
Product
knowledge does not directly have significant effect on purchasing behavior. The
higher the value of product knowledge does not significantly affect purchases
of ONS for children. It might be caused by the positioning of ONS product as a
nutritional supplement when children do not want to eat or when they are sick.
ONS product is not a regular product that is consumed regularly, but it is
usually consumed in a certain condition when there is a decline in the current
nutritional status of the children; therefore, although consumers’ product
knowledge on ONS products is high, this does not necessarily increase purchase
volume of ONS for children.
Motivation
has a significant indirect effect on purchasing behavior, meaning motivation
will increase the involvement and higher involvement will lead to higher buying
behavior. Motivation increases the purchasing behavior through engagement.
Consumer motivation level will affect consumer involvement because involvement
is a moderating variable of purchasing behavior, so in certain situations and
environments, involvement will increase consumers’ motivation and preferences
towards a product. Stimulus factor has also indirect significant effect on
purchase behavior. So the higher the stimulus factor from the company to the
respondents is, the higher the purchasing behavior will be, but this should be
through involvement variable.
6. IMPLICATION AND RESEARCH LIMITATION
Based on
the results of the research, the strategies a company to increase ONS purchases
by consumers are through education about the benefits and uniqueness of the
product, campaign on alternative food for children, viral marketing on the
testimony of the use of the product; and in addition to ad on TV, advertising
through digital marketing and social media to raise awareness of risk and the
importance of ONS consumption for children can also be used.
This
study has limitations that need to be developed later in the future. The
limitations of this study are that this study cannot be generalized to a higher
level and the testing was done only online (self-assessment). The limitation of
online survey is the difficulty in explaining the questionnaire compared to a
face-to-face survey.
However,
further research can focus on the search of variables affecting consumer
involvement in addition to motivation and stimulus factor are risk perception,
prices, time, and individual situation factors. It can also be developed
further to include situational involvement and intensive engagement so that it
is clear whether consumers are engaged only in certain circumstances or
intensive situation that is long term.
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