Mengkaji anteseden niat beli dan kesediaan membayar produk natural: Bukti empiris dari konsumen Indonesia

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Ivanna Raphaela
Firsta Sisilia
Tanya Ardina
Elisabeth Herjanto
Nico Antonius
sti Budhi Setiawati
Alexander Joseph Ibnu Wibowo

Abstract

Purpose: This study aims to analyze the influence of attitudes, subjective norms, price perceptions, and health consciousness on the decision to buy natural product. This research also analyzes the influence of intention to buy on willingness to pay natural product.


Methodology/approach: Through survey design, we succeeded in collecting 302 female consumer respondents located in the city of Tangerang. Information was collected through an online survey using non-probability sampling techniques, specifically convenience sampling. As a quantitative method, this research uses multiple regression analysis techniques to test several proposed.


Results/findings: This research found that consumer attitudes regarding product use, subjective norms, and price perceptions were proven to influence consumer intentions to buy natural product. Apart from that, the intention to buy natural product has been proven to influence consumers' willingness to pay. On the other hand, health consciousness is not proven to influence the intention to buy natural product.


Limitations: This research was conducted within a limited scope, namely Tangerang City. Additionally, non-probability techniques were used for sample data collection. Therefore, the findings of this study do not represent the entire population of natural soap consumers in Indonesia.


Contribution: In general, these findings contribute to the field of green retail marketing. In particular, retail managers of natural products and other green products need to encourage consumers' intention to purchase the product by increasing positive attitudes towards the product, subjective norms, and perceptions of cheap and affordable prices. Therefore, the marketing mix strategy should be based on the findings above.

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