Sensory Choice Motives and Intention to Product Purchase: Attitude as Mediating Toward Colostrum Yoghurt

Widyarini, Lydia Ari (2013) Sensory Choice Motives and Intention to Product Purchase: Attitude as Mediating Toward Colostrum Yoghurt. In: Proceedings international conference for emerging markets (ICEM 2013). Perbanas Institute, p. 17. ISBN 978-602-14666-0-5

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Abstract

There is an increasing emphasis on understanding the consumers’ motive to choose food types especially colostrum yoghurt. Colostrum yoghurt is a newly innovated product that will be introduced to the market as a competitive healthy product. How the consumers’ motive to choose from the sensory factors influences their intention to purchase the product mediated by their attitude to the product and their attitude to purchase the product will be analyzed. The research aims at investigating the consumers’ intention to purchase the new product, the colostrum yoghurt, as part of the research conducted by the Department of Food Technology, Catholic University of Widya Mandala Surabaya. It is an important and strategic consumer research before the new product is produced to meet the high industrial need. Three hundred yoghurt consumers in Surabaya filled out the questionnaires. The data were analyzed using the Structural Equation Model (SEM). The model is expected to explain the relationship between the consumers’ sensory motives and their intention to buy the product, mediated by their attitude to the product and their attitude to purchase the product. The findings show that there is direct effect of how the consumers’ sensory motive influences their attitude to purchase the product, of how their attitude to the product influences their attitude to purchase the product, and of how their attitude to purchase the product influences their intention to purchase the product. There is also an indirect effect of how the attitude to the product influences the attitude to buy the product. Therefore, the consumers’ behavior can be predicted based on the relationship of the variables

Item Type:	Book Section
Subjects:	Business
Divisions:	Proceeding > Faculty of Business
Depositing User:	Vincentius Widya Iswara
Date Deposited:	06 Apr 2023 08:23
Last Modified:	06 Apr 2023 08:23
URI:	http://repository.ukwms.ac.id/id/eprint/34545

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