ANALYSIS OF THE FACTORS THAT INFLUENCE CONSUMER PURCHASE DECISIONS IN THE SNACK PRODUCT (CASE STUDY IN BANCI AS AN ALTERNATIVE HEALTHY FOOD)
- Prosiding Internasional
- Wati Susilawati, Abdullah Ramdani, Dini Turipanam Alamanda, M. Okta Lesmana
- Conference: Proceedings of the Indonesia International Conference on Innovation, Entrepreneurship, and Small Business, Juli 2010
Abstrak
Snacking is one way to get satisfaction from the crush of life’s stresses. In fact, more frequent snacking
leads a person to be pursued by guilt that obesity and unhealthy living patterns are occurring. BANCI
(Banana Chocochip) produces a Banana Chocolate Chip product which is a product of innovation and
creation that could be a good alternative and a healthy snack. In this paper, we identify the determinant
factors on which the consumer makes their purchasing decisions based on product attributes like price,
quality, packaging, branding, warranties, and service. Based on the results of research, the critical
attributes in the purchase decision are brand, quality, and price attributes
Key words: snacking, Banana Chocochip, determinant factors, purchasing decisions
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