Analisis variabel-variabel yang mempengaruhi sikap dan minat beli ulang produk food supplement

Abstract

Food supplement product is offered as a practical alternative provider of nutrition supplements of daily food menus. This study analysis the consumer’s attitude towards the products and the intend to re-buy: to the Howard and Sheth model which told about variabels perception, motive, chaise criteria, product comprehension, satisfactioq confidence, attitude, and intend to-buy , variables of product image and self concept are added. In the analysis, the influence of the respondent’s background is also ‘&ken into account. The result of tbis research can be use in marketing stategy formulation. The population is end-user who are decider and buyer as well, aged over 1s years, domiciled in Baudung. Population size is estimated to be around 8000. Based on the iterative calculation, a pmposive sample of size 111 respondents. The research sample choice is purposive sampling. Data collecting is perfonncd by using self reporting questiaunaires which are distributed at the outlets of the food supplement product sellers in the month of December 1997. AtIer the data are transformedd into the interval scale through the successive interval method, it analized by the multiple linear reggression analysis, the average difference analysis of several population aud the average test analysis of two populations. The data processing result show that : (1) the resident% attitude is significantly influencend by the variables of satisfaction and confidence, (2) the intend to re-buy product is significautly influenced by the variables of choise criteria, product image, confidence, and attitude, (3) the sex has a significant influence to the product image, (4) the age has a significant influence to tbe perception motive, product image, choice criteria, confidence satisfaction, atitude, and intend to re-buy, (5) the educational level has a significant influence to the produCt image, (6) the type of occupation has a significant influence to the perseption, motive, product image, choice criteria, confidence, satisfaction, attitude, and intend to re-buy, and (7) the income level has a significant influence to the perception, product image, choice criteria, product comprehension, satisfactioq confideace, attitude, and intend to re-buy. Marketing strategy formulation based on the research results are (1) product must be competitive advantage in quality and service, (2) price has to informed to the consumers, (3) place must be exclusively wide distributed and having strategic location, (4) promotion by combination of publicity, advertorial, and sales person, and (5) target ,market are all age levels and upper middle class.