The Influence Of Nutrition Label Toward Customer Purchase Decisions On Anlene Low Fat High Calcium Milk

Rifana, Ridiyat Fajar Noor (2015) The Influence Of Nutrition Label Toward Customer Purchase Decisions On Anlene Low Fat High Calcium Milk. Skripsi thesis, Universitas Tanjungpura.

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Abstract

Nowadays the development of trade has made strict competition in low fathigh calcium milk product. The competition demands explicit market segmentationand targeting and push the product inovation to arise. Therefore many brands providelow fat high calcium milk product. And for the matter of that knowing the customerpurchase decision considered important to producers. The consumer rank the brandsand form the purchase intentions, it will help them to decide the most preferred brandand decide to purchase it. Nutrition label is one of the factors that can influence thecustomer purchase decisions. Nutrition label has 3 variable which they are serving size, number of servings per container, and nutrition content.This study aims to determine the influence of nutrition label towards customer purchase decision. The research methodology in this research isquantitative researchmethods, the research objects are Pontianak Anlene Customers with sample of 100 respondents. Data was collected through questionnaire. This research uses regression analysis to analyze the data.The study found that serving size has positive and significant influence oncustomer purchase decision both for under 50 year sold respondents and more than 50years old respondents. Number of servings per container has negative and not significant influence on customer purchase decision both for under 50 years oldrespondents and more than 50 years old respondents. And for nutrition content haspositive and significant influence on customer purchase decision for under 50 year sold respondents but for more than 50 years old respondents has positive and not significant result.The recommendation for Anlene producers are they have to socialize andeducate the usages and benefits of nutrition label variable to customers. There foreconsumers can gain benefit by having a healthy lifestyle with healthy food and they can directly choose the product because they already knew the benefit and nutrition ofthe product..

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