Consumer involvement in oral nutritional supplements purchasing behavior

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Published: Jun 1, 2017
DOI: https://doi.org/10.14807/ijmp.v8i2.525
Keywords:
Consumer Involvement Motivation Stimulus Factor Oral Nutritional Supplements Purchasing behavior

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Dwi Meilia Fitriyani
Bogor Agricultural University
http://orcid.org/0000-0003-0501-5589
Lilik Noor Yuliati
Faculty of Human Ecology, Bogor Agricultural University
Megawati Simanjuntak
Faculty of Human Ecology, Bogor Agricultural University
صندلی اداری

Abstract

The paper aimed to get insight of consumer involvement in purchasing behavior towards ONS (Oral Nutritional Supplements) for children. By implementing an online survey with sample size of 100, the research 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. 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 - structural equation modeling by Smart-PLS software used to test the model. The results of this research also comes to conclusion 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. The results also showed that the product involvement has an important influence on consumers behavior.

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Article Details

Issue
Vol. 8 No. 2 (2017): Independent Journal of Management & Production
Section
Articles

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Author Biography

Dwi Meilia Fitriyani, Bogor Agricultural University

Management and Business
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