Downloads: 191 | Monthly Hits: ⮙1
Research Paper | Business Management | Indonesia | Volume 6 Issue 8, August 2017
Analysis on Factors Influencing Purchase Decision on Mangosteen Skin Extract Garcia
Putra Hafiz, Ujang Sumarwan, Lukman M Baga
Abstract: In the last decade, business world has interesting industry, i. e. growing industry on traditional medicine. Garcia, a mangosteen skin extract product, is one of the products in traditional medicine industry marketed by PT Zena Nirmala Pratama (ZNP). Understanding consumer behaviour in purchase decision is the key of success for a company. This study aimed to analyse the influence of ZNP marketing mix and consumer aspects such as attitude, learning, motivation, and reference group towards purchase decision on mangosteen skin extract Garcia. Convenience and quota samplings were employed for sampling methods. Data were collected using questionnaires on 492 respondents of above 17 years old and had been purchasing Garcia in the last three (3) month when the study was conducted. Data acquired were analysed descriptively to describe respondent profile and Structural Equation Model (SEM) with Lisrel software was employed to assess the relation among the study variables. Descriptive analysis indicates that respondent profile (of highest percentage) consisted of female, 35-53 years old, Islam, high school graduate, married, of 4 family members in average, housewife, and IDR 1, 000, 000 to 2, 000, 000 (USD 77 to 154) as average expenses for food and non-food. SEM analysis indicates that significant and directly influencing variables on purchase decision were marketing mix, learning, and reference group, while non-significant variables on purchase decision were attitude and motivation
Keywords: Lisrel, marketing mix, psychology, reference group, SEM
Edition: Volume 6 Issue 8, August 2017,
Pages: 7 - 12
How to Cite this Article?
Putra Hafiz, Ujang Sumarwan, Lukman M Baga, "Analysis on Factors Influencing Purchase Decision on Mangosteen Skin Extract Garcia", International Journal of Science and Research (IJSR), https://www.ijsr.net/get_abstract.php?paper_id=ART20175822, Volume 6 Issue 8, August 2017, 7 - 12
How to Share this Article?
Similar Articles with Keyword 'Lisrel'
The Effect of Service Quality toward Satisfaction, Trust and Loyalty in Bank Jabar Banten Bogor Branch
Dena Graharnadi, Budi Suharjo, Netti Tinaprila
Analysis of Food Label Reading Behavior
Ridanti Indraswari Prasiwi, Lilik Noor Yuliati, Megawati Simanjuntak
Similar Articles with Keyword 'marketing mix'
Product factors of E marketing in New Delhi
Khaled M.K Ismail Alshaketheep
Brand Positioning in Measuring Effectiveness Promotion: A survey on visitors Ciater Spa Resorts Subang West Java
Rakhmat Hidayattullah, Yaya Sundjaya, Ima Santhika
Similar Articles with Keyword 'SEM'
Effect of People Management on Performance Excellence in Universities in Kenya
Mbote Paul Koigi; Simmy Mwita Marwa; Matthew M. Theuri; Dr. David Ndung'u Kiragu
Strategic Sourcing: Competitive Advantage in Supply Chain
Ajay A. Damle