The Influence of Attitude, Product, Price, Place, and Promotion on Indonesian Consumers’ Purchase Intention towards Healthy Dessert

Abstract

: In Indonesia, healthy food demand is on the rise along with the increased prevalence of overweight and obesity. It also affects the dessert industry as healthy dessert business is getting popular in an urban area. Understanding factors influencing consumer purchase intention is crucial to create a suitable marketing strategy. Therefore, this research analyses the influence of consumer attitude, product attributes, price, place, and promotion on Indonesian consumers' purchase intention towards healthy dessert product. Research is done within Bandung City through a questionnaire with 410 respondents and analyzed using multiple regression and crosstab descriptive analysis, then validated through interview. This study finds that attitude, price, and promotion are the most influential factors, followed by a factor of place, then the factor of the product as the least influential one. Additionally, the potential customer segment for healthy dessert product is female & male aged 18-55 years old who work as medical/private/government employee, entrepreneur, and college student with monthly income IDR 2.500.000 up to more than IDR 10.000.000. Their most preferred places to buy healthy dessert are a supermarket, official outlet, health store, canteen, and social media. Results provided in this study can be considered by healthy dessert businesses in formulating a suitable marketing strategy that can support their business growth.