Kahono, Grace Aurelia and Rahmawati, Della and Prawira, I Kadek Putra Yudha (2018) Preferences And Factors Influencing The Purchase Intention Of Healthy Snacks Among Millennials In Jakarta. Bachelor thesis, Swiss German University.

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Abstract

Trend of healthy eating has been increasing almost over all region in the world, including Indonesia. More than half (75%) of urban Indonesians are willing to have healthier diet. This growing trend will influence food industry in coming years, including snack industry in Indonesia, since Indonesia is the country with the biggest snacking habit in Asia Pacific. The snacking habit is popular with all ages, especially Millennials. Nowadays, Millennials have been shifting their snacking behaviors into a healthier snack consumption more rapidly than any other age groups. The objective of this study is to know the preferences and the factors influencing the purchase intention of healthy snack among Millennials in Jakarta. The study is carried out by market survey to 475 Millennials in Jakarta who have interest in consuming healthy snack. The data is analyzed using Friedman Test and Wilcoxon Signed-Rank Test. The research revealed that yogurt is the preference of healthy snacks among Millennials in Jakarta, compared to healthy biscuit/ cookies, snack bar, fruit and vegetable (including their products). In addition, taste becomes the most influential intrinsic factor, while price and convenience are the most influential extrinsic factors in the purchase intention of healthy snacks among them.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Healthy Snack; Intrinsic Factors; Extrinsic Factors; Purchase Intention; Millennials
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel R Medicine > RM Therapeutics. Pharmacology > RM237.85 Sugar-free snack foods
Divisions:	Faculty of Life Sciences and Technology > Department of Food Technology
Depositing User:	Astuti Kusumaningrum
Date Deposited:	29 May 2020 14:47
Last Modified:	29 May 2020 14:47
URI:	http://repository.sgu.ac.id/id/eprint/656

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