The effect of product quality, price, and accessibility on buying intention with health consciousness as a moderating variable : evident of small packaging mixed flour XYZ at PT. X (CF)

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Aulana, Lena Nur (2024) The effect of product quality, price, and accessibility on buying intention with health consciousness as a moderating variable : evident of small packaging mixed flour XYZ at PT. X (CF). Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

In today's globalized world, businesses face fierce competition and to succeed, companies must focus on acquiring and retaining customers. Customer satisfaction is a crucial factor in achieving this objective. With changes in consumer lifestyles, there is a growing demand for instant food, and people prefer food that is easy and convenient to prepare. PT X is a company that produces instant mixed flour under the brand name XYZ, and it is currently striving to increase its sales. Therefore, it is necessary to conduct a study on consumer buying intention. However, more research is needed to examine the influence of product quality, price, accessibility, and health consciousness as moderating variables on the buying intention for mixed flour. This research was conducted through a survey among 134 respondents, and the results were analyzed using PLS-SEM. Based on the t-value and P-value, it was found that accessibility and health consciousness had a T-Value >1.654 and P-Value <0.05 indicated significant effect or relationship. The results indicate that to increase sales, it is necessary to pay attention to the role of accessibility and consumer health consciousness, which significantly influence buying intention.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 19 Sep 2024 07:28
Last Modified: 19 Sep 2024 07:28
URI: http://repository.ipmi.ac.id/id/eprint/2586

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