Analysis of factors affecting purchase decision of protein powder products I-CON Nutrition in jabodetabek
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Abstract
This study aims to identify and analyze the factors that influence consumer purchase decisions for I-CON NUTRITION Protein Powder in the Jabodetabek area. The factors analyzed include product quality, price, promotion, lifestyle, electronic word of mouth (E-WOM), and service quality. Data were collected through an online questionnaire distributed to 228 respondents and analyzed using SmartPLS 4.0.9.9. The results show that product quality, price, promotion, and service quality have a positive and significant impact on purchase decisions, while lifestyle and E-WOM also play a significant role, albeit with a smaller effect. This study provides managerial implications for I-CON NUTRITION to enhance product quality, strengthen promotional strategies, and improve customer service quality to increase consumer purchase decisions. The findings also suggest that the company should focus more on consumers' healthy lifestyles and leverage the influence of E-WOM in their marketing strategies
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How to Cite
Elisabeth, L. (2024). Analysis of factors affecting purchase decision of protein powder products I-CON Nutrition in jabodetabek. Enrichment : Journal of Management, 14(5), 976-983. https://doi.org/10.35335/enrichment.v14i5.2163
References
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Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach, 7th Edition. Wiley & Sons. https://www.wiley.com/en-us/Research+Methods+For+Business%3A+A+Skill+Building+Approach%2C+7th+Edition-p-9781119266846
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Sugiyono. (2015). Metode penelitian pendidikan : Pendekatan kuantitatif, kualitatif, dan R&D (21st ed.). Alfabeta. https://inlislite.uin-suska.ac.id/opac/detail-opac?id=20670
Tran, T. A., Pham, N. T., Van Pham, K., & Nguyen, L. C. T. (2020). The roles of health consciousness and service quality toward customer purchase decision. Journal of Asian Finance, Economics and Business, 7(8), 345–351. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.345
Widiyanto, N. E., Pono, M., & Alamszah, N. (2023). Effect of Marketing Strategy and Service Quality on Product Purchasing Decisions. International Journal of Multidisciplinary Approach Research and Science, 1(02), 263–272. https://doi.org/10.59653/ijmars.v1i02.128
Arta, I. G. S., & Yasa, N. N. K. (2019). the Role of Purchase Intention on Mediating the Relationship of E-Wom and E-Wom Credibility To Purchase Decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33–39. https://doi.org/10.18551/rjoas.2019-02.06
Geovanca, C., Gabriel, M., & Ariwati, S. (2023). The Effect of Product Development, Health Consciousness on Purchase Intention and Decision. 467–477. https://doi.org/10.46254/na07.20220149
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Ringle, C. M., Sarstedt, M., & Hult, G. T. M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publishing. https://www.researchgate.net/publication/354331182_A_Primer_on_Partial_Least_Squares_Structural_Equation_Modeling_PLS-SEM
I-CON Nutrition. (2024). https://iconnutrition.id/
Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469(1). https://doi.org/10.1088/1755-1315/469/1/012109
Juhro, S. M., & Iyke, B. N. (2020). Consumer confidence and consumption expenditure in Indonesia. Economic Modelling, 89, 367–377. https://doi.org/10.1016/j.econmod.2019.11.001
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kusumaradya, N., Wagiman, & Purwadi, D. (2021). Service quality and brand image influence on the purchase decision of coffee shop products in Yogyakarta. IOP Conference Series: Earth and Environmental Science, 828(1). https://doi.org/10.1088/1755-1315/828/1/012060
Mayasari, N. R., Ho, D. K. N., Lundy, D. J., Skalny, A. V., Tinkov, A. A., Teng, I. C., Wu, M. C., Faradina, A., Mohammed, A. Z. M., Park, J. M., Ngu, Y. J., Aliné, S., Shofia, N. M., & Chang, J. S. (2020). Impacts of the COVID-19 pandemic on food security and diet-related lifestyle behaviors: An analytical study of google trends-based query volumes. Nutrients, 12(10), 1–12. https://doi.org/10.3390/nu12103103
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). Pls-Sem Statistical Programs: a Review. Journal of Applied Structural Equation Modeling, 5(1), i–xiv. https://doi.org/10.47263/JASEM.5(1)06
Mordor Intelligence. (2024). Whey Protein Market in Indonesia Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029). https://www.mordorintelligence.com/industry-reports/indonesia-whey-protein-market
Purwanti, L., Nuzula Agustin, I., Lestari, M., & Nur Arafah, N. (2023). Analisa Pengaruh Promotion, Price, Brand Image, E-Wom, Product Quality Terhadap Purchase Decision Pada Konsumen Chatime Kota Batam. Jurnal EK&BI, 6(1), 2620–7443. https://doi.org/10.37600/ekbi.v6i1.798
Rachmawati, D., Shukri, S., Ferdous Azam, S. M., & Khatibi, A. (2019). Factors influencing customers’ purchase decision of residential property in selangor, malaysia. Management Science Letters, 9(9), 1341–1348. https://doi.org/10.5267/j.msl.2019.5.016
Sari, Y. W., Widyarani, Sanders, J. P. M., & Heeres, H. J. (2021). The protein challenge: matching future demand and supply in Indonesia. Biofuels, 15. https://doi.org/https://doi.org/10.1002/bbb.2176
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach, 7th Edition. Wiley & Sons. https://www.wiley.com/en-us/Research+Methods+For+Business%3A+A+Skill+Building+Approach%2C+7th+Edition-p-9781119266846
Shahbandeh, M. (2024). Protein products market - statistics & facts. Statista. https://www.statista.com/topics/4232/protein-market/#editorsPicks
Sugiyono. (2015). Metode penelitian pendidikan : Pendekatan kuantitatif, kualitatif, dan R&D (21st ed.). Alfabeta. https://inlislite.uin-suska.ac.id/opac/detail-opac?id=20670
Tran, T. A., Pham, N. T., Van Pham, K., & Nguyen, L. C. T. (2020). The roles of health consciousness and service quality toward customer purchase decision. Journal of Asian Finance, Economics and Business, 7(8), 345–351. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.345
Widiyanto, N. E., Pono, M., & Alamszah, N. (2023). Effect of Marketing Strategy and Service Quality on Product Purchasing Decisions. International Journal of Multidisciplinary Approach Research and Science, 1(02), 263–272. https://doi.org/10.59653/ijmars.v1i02.128