THE ANALYSIS OF FACTORS AFFECTING CUSTOMER’S PURCHASE INTENTIONS OF WHEY PROTEIN PRODUCTS

Abstract

Since the COVID-19 pandemic status was established in early 2020, many social changes have occurred in the world that require humans to adapt. The problems and successive adaptation that occur cause instability in people’s physical and mental health. Over time, during the pandemic, people began to pay more attention about their health. The survey at the end of 2020 showed that the awareness of the Indonesian people about the implementation of a healthy lifestyle, which includes awareness of exercise and fulfillment of nutrition, has dramatically increased. Some businessman take an advantage of this phenomenon through developing the products that support the implementation of a healthy lifestyle, one of those is whey protein. However, several brands of whey protein products have not already received a good response from the market and decided to carry out a product and marketing strategies improvement. Departing from these problems, this research was conducted in order to identify the factors of product attributes and customer’s characteristics that affect a customer's purchase intention when purchase whey protein products. A total of 121 whey protein users that domiciled on the island of Java were involved in this study. Data collected using an online questionnaire and analyzed using multiple linear analysis methods. The results of the study shows that product quality, product features, and psychological characteristics factors have a positive and significant influence on customer purchase intentions when purchase whey protein. Meanwhile, product style and design, cultural factors, social factors, and personal factors do not have a significant influence on customer’s purchase intentions when purchase whey protein. These findings can be used as a consideration for companies to prioritize strategies in whey protein products and marketing strategies development by maximizing the existing resources.