Causality of Product Awareness Coconut Flour Towards Future Engagement, Indonesian Market

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Ong, Leonnard and Elvina, Elvina and Rosellinny, Gabriella and Augustinus, Jonathan and Rianti, Novia (2018) Causality of Product Awareness Coconut Flour Towards Future Engagement, Indonesian Market. International Journal of Business Studies, 2 (1). pp. 42-48. ISSN 2580-0132

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Official URL: http://ijbs.ipmi.ac.id/index.php/ijbs/article/view...

Abstract

In order to establish a future engagement of Indonesian market in terms of coconut flour, awareness of the product is needed for the consumer decision making to purchase the product which will lead to future engagement. This study aims to examine the effects of product and awareness and consumer decision making towards future engagement in Indonesia. By employing SmartPLS, we prove that existence of product has a relatively strong negative relationship with awareness (.55); while awareness has a relatively weak relationship with consumer decision making to purchase a product (.37) and the decision made by customer to purchase healthy product have a relatively strong positive relationship towards engagement of the product in the future (.66). Further implications are discussed. Keywords: Product, Awareness, Consumer Decision Making, Future Engagement, SmartPLS.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Research And Community Empowerment > Journals
Depositing User:	Rizky Amalia
Date Deposited:	22 Jan 2020 05:27
Last Modified:	14 Oct 2021 07:13
URI:	http://repository.ipmi.ac.id/id/eprint/537

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