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DOI: https://doi.org/10.33258/birci.v5i3.6550
The Effect of Consumer Preference, Perception, and Awareness on Yogurt Purchase Decisions in Banyuwangi Regency
Getta Hayyuning Mangesti1, R. Abdoel Djamali2, Rizal3
1,2,3Agribusiness Postgraduate Study Program, Politeknik Negeri Jember, Indonesia [email protected], [email protected], [email protected]
I. Introduction
Increased health awareness and lifestyle changes, coupled with increasing concerns regarding the benefits associated with health and wellness foods have led to significant changes in consumer behavior towards healthy food consumption in recent years (N.
Maehle, et.al, 2015). One of the health drinks that have an important role for health is made from livestock products, one of which is milk. Pure milk is a liquid that comes from a healthy and clean cow's udder obtained by the correct milking method, whose natural content is not reduced or added by anything and has not received any treatment (Meutia et al. 2016). Milk consumption in Indonesia has decreased significantly in 2019, but in 2020 milk consumption in Indonesia has increased but not significantly, namely 16 kg/capita/year. Functional foods are promoted as products that provide specific health benefits beyond basic nutrition (Barauskaite, et al., 2018). Yogurt is a functional product that is fortified with calcium, fiber and probiotics. Acceptance of functional dairy products is increasing among consumers with higher dietary/health knowledge (Bimbo, et al., 2017). According to Per-BPOM No. 30 of 2018 concerning food consumption figures, the daily consumption of fermented milk including yogurt for Indonesians is 155 grams/person. Although this figure is much smaller than the figure for yogurt consumption in other countries, this figure will increase every year. BPS data (2021), shows that the number of yogurt imports from 2014 to 2020 has increased by 225.98%.
Abstract
Functional drinks are promoted as products that have health benefits. Yogurt is a functional product that is fortified with calcium, fiber and probiotics. Yogurt imports have increased by 225.98%, this means that it is in line with the increasing need for Indonesian people to consume yogurt. The purpose of this study was (1) to analyse the effect of consumer preferences on yogurt purchasing decisions, (2) to analyse the effect of consumer perceptions on yogurt purchasing decisions, (3) to analyse the effect of consumer awareness on yogurt purchasing decisions. The variables observed in this study were consumer preferences, consumer perceptions, consumer awareness, and purchasing decisions on yogurt. This study uses a quantitative descriptive method. The data obtained were processed using SEM-PLS.
Respondents are consumers who often shop at the five modern retailers in the city of Banyuwangi. The results of this study indicate that consumer preferences for yogurt are still considered quite low. Respondents already know that the composition contained in yogurt products is important in deciding to buy. The relationship between consumer perceptions of purchasing decisions is positive. Consumer awareness of purchasing decisions has a significant influence. Respondents already know that yogurt is a healthy fermented milk drink.
Keywords
preference; SEM-PLS; yogurt
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Volume 5, No 3, August 2022, Page: 25058-25070 e-ISSN: 2615-3076 (Online), p-ISSN: 2615-1715 (Print)
www.bircu-journal.com/index.php/birci email: [email protected]
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This means that along with the increasing need for Indonesian people to consume yogurt.
Indonesian people's interest in yogurt is very high, this can be seen from the data on imported yogurt which tends to increase, but when compared to other countries, yogurt consumption in Indonesia is still very low compared to other Asian countries, consumption of yogurt in the country on a per capita basis (kg/year) is 1/10 Thailand, 1/12 China and 1/30 Japan (Rachman et al., 2017). Organization must have a goal to be achieved by the organizational members (Niati et al., 2021). The success of leadership is partly determined by the ability of leaders to develop their organizational culture. (Arif, 2019).
Based on the pre-survey of 30 respondents, it can be seen that the price of yogurt products is still considered high and there is still a lack of information known to the public regarding yogurt. This is thought to have an impact on public awareness in yogurt purchasing decisions. There is still a lack of information about the benefits of yogurt to consumers, this is one of the obstacles in increasing yogurt sales. Besides having an effect on increasing sales, information also affects consumer preferences, perceptions and awareness, so it is necessary to conduct research related to the influence of consumer preferences, perceptions, and awareness on yogurt purchasing decisions. This research is also useful for companies in the field of yogurt because yogurt companies must know consumer desires in the form of information obtained from consumers, in order to evaluate yogurt companies to continue to grow so that they can provide the best products for consumers.
II. Research Method
The population in this study is consumers who have bought yogurt in Banyuwangi Regency. The sampling technique was carried out on visitors to the modern market in the city of Banyuwangi. The population in this study is very large and unlimited, so the sampling in this study uses a non-probability sampling method with an accidental sampling technique. Accidental sampling is a sampling technique based on chance, i.e., a consumer by chance/incidental meeting with a researcher can be used as a sample, if it is deemed that the person who happened to be met is suitable as a data source. The number of respondents at the retail is adjusted to the visitors who come to the retail.
In this study the data that has been collected will be processed using several analytical methods using Structural Equation Modeling (SEM). SEM is one type of multivariate analysis (multivariate analysis) in the social sciences (Hair, et.al, 2006). SEM can work efficiently with small sample sizes and complex models. In addition, the assumption of data distribution in SEM is a predictive model and relatively looser (Wijanto, 2008). The purpose of the structural relationship model is to connect the measured or observed variables (independent and dependent variables) with latent or unmeasured variables (endogenous and exogenous), to obtain the optimum relationship and determine the factors that influence the endogenous latent variables. This model can also be said to be useful in presenting variables that have a causal relationship along with their indicators software Partial Least Square (PLS)
III. Result and Discussion
3.1 The Questionnaire Validity
The type of validity in this study is content validity. Questions on the questionnaire are considered valid if the questions are true. The questionnaire that has been designed based on previous research is then validated by the validator.
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Researchers improve and refine words and sentences on the questionnaire items based on input from experts or SME (Subject Matter Expert). Examples of items that are corrected are items 3 and 4, exogenous variables of consumer perception, which are added with the word "compared". The input is accepted because the sentence becomes easy to understand, and according to the correct Indonesian language rules.
3.2 Validity and Reliability
Evaluation of the measurement of an instrument in research is carried out with validity and reliability in order to increase the accuracy of an assessment. Before the questionnaires were distributed to the respondents, the validity and reliability of the questionnaires were tested first. This is done to ensure that each question item in the questionnaire will measure correctly, according to conditions that occur in the field, and be consistent in measuring objects. Validity is a measure that proves that the researcher's observations are in accordance with what happened. The depiction of validity is based on the Pearson correlation with the symbol r. if r count > r table then the data collected is declared valid. In the research conducted before distributing the questionnaires to the respondents as a whole, the validity and reliability of the questionnaire were tested on 30 respondents with a level of 5 percent. So that the data obtained from the validity and reliability
test results. Based on the results of the validity and reliability tests in table 6, all the validity of the questionnaire have a correlation coefficient value that meets the validation requirements. It is proven by the overall value of r count > 0.361. Meanwhile , to test the reliability of the questionnaire by using the Cronbach alpha. If the alpha value is greater than 0.6 then the measurement is said to be reliable (Yamin and Kurniawan, 2014). In the results of the data table above, it has a cronbach's alpha of more than 0.6 so that the questionnaire can be notarized as reliable.
Table 1
Indicator Validity Reliability
r count Sig. Chronbrach's Alpha
Criteria Consumer Preference X1.1 0.778** 0.000 0.819 Reliable
X1.2 0.845** 0.000 0.780 Reliable X1.3 0.872** 0.000 0.768 Reliable X1.4 0.692** 0.000 0.845 Reliable X1.5 0.734** 0.000 0.819 Reliable Consumer Perception X2.1 0.776** 0.000 0.727 Reliable X2.2 0.752** 0.000 0.732 Reliable X2.3 0.750** 0.000 0.735 Reliable X2.4 0.672** 0.000 0.747 Reliable X2.5 0.458** 0.000 0.779 Reliable X2.6 0.409** 0.000 0.791 Reliable X2.7 0.507** 0.000 0.785 Reliable X2.8 0.485** 0.000 0.771 Reliable X2.9 0.568** 0.000 0.762 Reliable X2.10 0.370** 0.000 0.782 Reliable
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Consumer Awareness X3.1 0.784** 0.000 0.668 Reliable X3.2 0.668** 0.000 0.761 Reliable X3.3
0.831
** 0.000 0.630 Reliable
X3.4 0.776** 0.000 0.729 Reliable Purchase Decision Y1 0.660** 0.000 0.775 Reliable Y2 0.631** 0.000 0.783 Reliable Y3 0.613** 0.000 0.782 Reliable Y4 0.723** 0.000 0.764 Reliable
Y5 0.700** 0.000 Y6 Reliable
0.787 0.614** 0.000 0.783 Reliable Y7 0.628** 0.000 0.780 Reliable Y8 0.660** 0.000 0.778 Reliable
3.3 Gender
Table 2.
Characteri stics
Category Total % Categ
ory
Gender Male 61 37,9
Female 100 62.1
The gender of the respondents who frequently visit modern retail is female. Female consumers are more willing to buy functional drinks, similar to the results achieved by (Cakiroglu, et al 2018) which explains that women are more likely to eat functional foods than men, and this could be because of their higher interest in healthy eating and their attention greater weight control (Kuster, Boluda, 2017).
3.4 Age
Table 3
Characteristics Category Total %
Age 20-24 63 39.1
25-29 22 13.7
30-39 27 16.8
>40 49 30.4
Characteristics of respondents. Age affects consumer awareness in choosing the product to be purchased. Age differences result in different tastes and preferences for products. In the productive age interval, the average respondent already has income to meet their needs and for respondents who have families they realize the importance of consuming functional drinks for their families. Based on Sumarmawan (2011), the life cycle of the age range of 25-35 years is called the advanced adult age group. The age group is the composition and age distribution that can be used as a potential target market for yogurt products.
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Table 4
Characteristics Category Total %
Last Education SMA 9 5,6
Diploma 48 29.8
Bachelor 78 48.4
S2/S3 26 16.1
A person's level of education will also influence the decision to purchase yogurt.
Different education will also lead to different consumer preferences. This is reinforced by Sumarwan (2011), which states that consumers who have better education will be very responsive to information. In addition, yogurt consumers were shown to be more physically active (≥2 hours/week), smoked less, had higher education and nutritional knowledge than non-consumers (Panahi, et al., 2017). In this study, the characteristics based on the last education were divided into 4 levels of education. The majority of consumers have undergraduate education at 48.4% followed by diplomas at 29.8%, Masters / Doctoral degrees at 16.1% and the lowest is High School at 5.6%. The results of the data show that most of the yogurt consumers have a bachelor's degree in education.
3.6 Job
Table 5 Charact
eristics
Category Tot al
%
Job Student 20 12.4
Housewife 24 14.9
Entrepreneur/
Trader
22 13.7
PNS/Polri/T
NI/BUMN
54 33.5
Private
Employee
35 21.7
Others 6 3.7
The occupations of respondents are dominated by PNS/Polri/TNI/BUMN and private employees with 33.5% and 21.7% of the total respondents respectively. The Housewives (14.9%), Entrepreneurs (13.7%), College Students (12.4%), and others (3.7%). In the research conducted, the type of work of the respondent also needs to be known.
3.7 Income
Table 6
Characteristics Category Total % Income Rp. 1.000.000 -
Rp. 2,000,000
15 9.3
Rp. 2.000.001 -
Rp. 3,000,000
50 31.1
Rp. 3.000.001 -
Rp. 4,000,000
37 23.0
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Rp. 4,000,001 -
Rp. 5,000,000
6 3.7
> Rp. 5,000,000 53 32,9
Income is something that influences individual purchasing decisions. Based on table 7, the respondent's monthly income starts from Rp. 1,000,000 up to > Rp. 5,000,000.
Respondent's income is > Rp. 5,000,000 has the highest percentage of 32% then income of Rp. 2,000,000 – Rp. 3,000,000 (31%), Rp. 3,000,000 – Rp. 4,000,000 (22%), and >Rp.
1,000,000 – Rp 2,000,000 (0.09%). The average income of Indonesians is around 5.1 million rupiah, where this number is categorized as increasing compared to 2020, which is 4.8 million rupiah (BPS, 2021). Consumers with high incomes tend to emphasize the benefits of a product compared to the price.
3.8 Analysis of the Effect of Consumer Preference, Perception, and Awareness on Yogurt Purchase Decisions in Banyuwangi
The SEM model in this study used 100 respondents who bought yogurt products. The variables studied are preferences, perceptions, consumer awareness and purchasing decisions which are reflected by 5 indicators of consumer preferences, consumer perceptions are reflected by ten indicators, consumer awareness is reflected by four indicators and purchase decisions are reflected by eight indicators. This study was analyzed using structural equation modeling (SEM) using Smart-PLS. In the SEM method, there are several tests that must be carried out, namely assumption tests, measurement tests, the overall feasibility of the model and hypothesis testing.
3.9 Analysis of the Outer Yogurt Model
The SEM analysis in this section begins by paying attention to the loading factor value of the model that has been obtained. The initial model of yogurt analyzed is presented in the appendix. The evaluation of the initial model of yogurt has gone through an elimination process with the issuance of indicators that have a loading factor value below 0.7 then reprocessing without indicators that have been issued to obtain the best final model. The final model on yogurt is presented in Figure 4. Consumer Preference is reflected by only one indicator, Consumer Perception is reflected by two indicators, Consumer Awareness is reflected by two indicators and Purchase Decision is reflected by two indicators.
The analysis of the relationship model of the latent variable of consumer preferences and its indicators shows that the value of the Consumer Preference coefficient (PRK1) and its indicators have a coefficient above 0.7 so that the indicator is said to be valid as an ideal indicator to measure the construct and there are also four indicators that must be excluded.
One indicator that is said to be valid is that consumers only prefer certain brands of yogurt because according to consumers the composition of the product is not mixed with unsafe ingredients with a loading factor of 1,000. This is in accordance with the opinion of Fatmaningrum, et al, (2020) that product quality is one of the determining factors for purchasing decisions because good product quality will create, maintain, and make consumers royal. The only attribute that is difficult to imitate is a strong brand. Companies or products that have a strong brand / brand tend to more easily meet the needs and desires in accordance with consumer preferences. The company will also find it easier to place (positioning) a better product in the minds of consumers (Rangkuty, 2014).
The consumer perception relationship model (PEK) and its indicators show that only two indicators adequately reflect the consumer perception variable, namely PEK 7 and
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PEK 9 with loading factors of 0.751 and 0.839, respectively. The PEK 7 indicator is in accordance with the opinion of Purwati, et al (2021) Price represents a person's perception of the product. So, the price can make consumers make purchasing decisions. Meanwhile, the PEK 9 indicator explains that consumers choose yogurt in accordance with the advertising information possessed by yogurt that the information conveyed through advertising is used as knowledge of the product (knowledge product), the existence of information also increases moral support for product purchase intentions, and information provides perceptions of product (Devina, 2021).
Awareness is the consumer's belief in the importance of consuming yogurt because of a stimulus from within or outside. There are 2 indicators that have a loading factor of more than 0.7, namely 0.870 for the KK1 indicator and 0.837 for the KK3 indicator. The Consumer Awareness Indicator (KK) contains consumers who consume yogurt because of a healthy lifestyle and consumers are aware of the importance of body health. This yogurt product is included in a functional drink that contains prebiotics that have important health benefits, this is in accordance with the research of Precup, et.al (2022) that consumer awareness of a healthier diet and the impact of nutrition on health can trigger increased production and commercialization of foods with health claims.
Figure 1. The results of the analysis of the final model of yogurt
The analysis of the second stage of the outer model is the analysis of composite reliability. The results of the study stated that all composite reliability for all latent variables in yogurt were above the standard 0.7, which means the construct was declared reliable.
Table 7. Composite reliability and cronbach's alpha yogurt Composite
Reliability (>0.7)
Cronbach's Alpha (>0.7) Consumer Preference 1,000 1,000 Consumer Perception 0.775 0.727 Consumer Awareness 0.843 0.728 Purchase Decision 0.948 0.892
Source: Primary Data Processed, 2022
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The third analysis on outer model analysis is Cronbach's alpha. The results obtained for each latent variable are already above the standard 0.7, so it can be said that all latent variables have reliable criteria.
The fourth outer model analysis is construct validity checking. The construct has convergent validity if the AVE value is more than 0.5. From the results obtained, the AVE values for each latent variable are 1,000, 0.634, 0.728, and 0.902. Based on the results obtained, it can be said that the yogurt product model has a valid construct for the AVE standard and is consistent in measuring what it measures. The value of the AVE results for yogurt products is presented in table 15.
Table 8. AVE values in the yogurt product model Latent
variables
PRK PEK KK KP AVE
PRK 1,000 1,000
PEK 0.370 0.796 0.634
KK 0.122 0.242 0.853 0.728
KP 0.049 0.235 0.531 0.950 0.902
Source: Processed Primary Data (2022) 3.10 Inner Yogurt Model
Model inner was carried out after analyzing the outer model Structural (inner) that examines the relationships that occur in latent variables such as the R2 test2, estimated path coefficients, Goodness of Fit (GoF), Effect Size (f2) and Prediction relevance (Q.)
Table 9. R-Square Value of R-Square
Intention Y
to Apply) 0.522
Source: Processed Primary Data (2022)
In the yogurt model, Variable Y (Purchase Decision) is influenced by 52% by variables X1 (Consumer Preference), X2 (Consumer Perception), and X3 (Consumer Awareness). As many as 48% are influenced by other variables besides X1, X2, and X3 variables.
Next in the inner analysis path coefficient. This analysis is a test of the significance of the relationship obtained after the model has gone through the bootstrapping. path coefficient is the direction to connect the hypothesis in the (+) or (-) direction. Hair et al (2011) and Henseler et al. (2009), provides a recommendation for the number of bootstrap samples, which is 5000 with a note that the number must be greater than the original sample. However, several other literatures such as Chin (2010) suggest that the number of bootstrap samples of 200-1000 is sufficient to correct the PLS standard error estimate. In this study, the Yoghurt product bootstrapping process maximizes 100 original data into 500 data which is simulation data. The following presents the results of the Yoghurt bootstrap model in the table.
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Table 10. Value bootstrapping path coefficient Yogurt Path Original
Sample (O)
Sample Mean
(M)
Standard Deviation (STDEV)
P-Values t-statistic (O/STERR)
PRK – KP 0.020 0.010 0.080 0.801 0.252
PEK – KP 0.393 0.384 0.139 0.005 2.833*
KK – KP 0.623 0.618 0.094 0.000 6.632*
Source: Processed results of Bootstrapping SmartPLS 3.0 (processed data), 2016
*Significant at the 0.05 level of significance with T table = 1.96
Based on the path coefficient results in table 16 it can be seen that the Consciousness variable consumers (KK) with purchasing decisions (KP) have a significant effect with a T-statistic of 6.632 which the value meets the requirements greater than 1.96. The original sample value in this relationship was obtained at 0.623 which indicates that the direction of the relationship between KK and KP is positive. Thus, Hypothesis 3 in this study states that "Consumer Awareness has a positive effect on Purchase Decisions" can be accepted.
This is in accordance with Carnall (2017), where consumer awareness can increase purchasing decisions for yogurt products, based on this study, it can be concluded that consumer awareness has a direct effect on purchasing decisions.
The relationship between the variables of Consumer Perception (PEK) and Purchase Decision is significant with a T-Statistic of 2.833 which indicates that the requirements of more than 1.96 are met. The original sample estimate is positive at 0.393 which indicates that the direction of the relationship between Consumer Perceptions and purchasing decisions is positive. Someone decides to buy a product based on awareness of their own needs and awareness comes from internal factors such as psychological factors of someone who is aware of the need for a product according to research by Fredereca and Chairy (2010) that individual internal dynamics are important in influencing consumer decision making. includes the process of perception and interpretation of information on a product.
Based on the table above, the relationship between the consumer preference variable (PRK) and Purchase Decision (KP) is not significant with a t-statistic of 0.252 which indicates that the value is less than 1.96. One can interpret the term preference to mean evaluative judgment in terms of liking or disliking an object, which is the most typical definition used in psychologists. This preference is by no means constant over time. This study is different from Yuafi's (2016) research that consumer preferences have a significant influence on purchasing decisions.
The original sample value presented in table 16 shows that the highest value influencing purchasing decisions is influenced by consumer awareness with the original sample value of (0.623) compared to two other variables such as consumer perception (0.393) and consumer preferences (0.020). So that it can be said that consumer awareness is the most influential variable in influencing purchasing decisions, while the variable that has the least influence is consumer preferences. It can be said that consumers in deciding to buy yogurt are more dominantly influenced by consumer awareness. Based on the table below, the loading factor value above has a value of 0.5 including valid. It can be seen that the value of all variables below is 0.5, which means that all loading factor values in this inner model are
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Table 11. Valid. Matrix Outer Loading
X1 (PRK)
X2 (PEK) X3 (KK) Y (KP)
KK1 17,788
KK3 10,952
KP4 65,347
KP7 28,684
PEK7 4,443
PEK9 3,103
PRK1 0.000*
Figure 2. Results of in Yogurt
Based on the bootstrap model Bootstrap the image above, the influence between variables which meet the standard greater than 1.96, among others, the influence of consumer perceptions on purchasing decisions, consumer awareness of purchasing decisions. However, the influence of consumer preferences on purchasing decisions does not have a significant effect.
The measurement of the assessment criteria in the next inner model is Goodness of Fit (GoF) which is used to validate the combined performance of the measurement model and the structural. This GoF value is obtained from the average communalities index multiplied by the R2model . The results of the analysis show that the GoF value in the yogurt model has a value of 0.422 which is included in the medium category so that it can be stated that the SEM model between the variables of consumer preference, consumer perception, consumer awareness in this study has a fairly good performance. The 58%
variable means that purchasing decisions are influenced by other variables besides consumer perception, consumer preference, and consumer awareness.
Table 12. Result of calculation of effect size f2 Yogurt
Latent Variable f2
X1 (PRK)
X2 (PEK)
X3 (KK)
Y (KP)
X1 (PRK) 0.001
X2 (PEK) 0.221
X3 (KK) 0.632
Y (KP)
Source: Processed primary data (2022)
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In looking at the effects of exogenous latent constructs (consumer preferences, consumer perceptions, and consumer awareness) on the structural when present or not in the model, an evaluation of effect size f2. The results of the calculation of effect size f2 are presented in table 18. Based on the table above, the results of the calculation of effect size f2 that the influence of consumer perceptions and consumer awareness of purchasing decisions has an effect if it is removed from the model. The influence of consumer preferences on purchasing decisions is also included in the weak category (0.001). It can be said that the influence of consumer preferences on purchasing decisions has a small effect if removed from the model.
The final assessment criteria for the inner are predictive relevance Q2 which aims to validate the predictive ability of the model (Yamin and Kurniawan, 2011). In the research conducted, the results of the Q2 value on the latent variable of purchasing decisions are 0.361. The value of Q2. on the latent variable has a value greater than zero which means that the exogenous variable is suitable as an explanatory variable that is able to predict the endogenous variable
3.11 Managerial Implications
The level of influence of consumer preferences on purchasing decisions that are considered low can still be increased. This can be overcome if there are other parties who contribute to increasing consumer preferences for yogurt purchasing decisions. The parties that can play a role include business people, academics, and the government as policy makers.
Respondents in this study were dominated by women by 62.5% and aged between 25-29 years. The last education of the respondents was dominated by bachelors with a percentage of 48.4%. The dominating professions are PNS/Polri, TNI/BUMN with a percentage of 33% with an average income of >Rp. 5,000,000, - by 32%.
Someone decides to make a purchase of a product based on an awareness of one's own needs. Awareness comes from internal factors such as psychological factors of someone who is aware of the need for a product that can influence consumer decision making which includes the process of perception and interpretation of information on a product. Consumers prefer yogurt products by believing that the composition of the selected yogurt product is not mixed with unsafe ingredients. Businesses from yogurt producers and distributors can help increase information related to the composition of the content in yogurt. Then make yogurt packaging more attractive so that it attracts consumers to buy yogurt.
Respondents consist of upper middle-class society with the latest undergraduate education, besides that the salary of the respondents is also above average. It can be concluded that the respondents of this study are educated people and have middle and upper social strata. This causes the respondent's awareness to be quite high about the importance of a healthy lifestyle, and consuming yogurt as a healthy lifestyle. Based on this conclusion, yogurt entrepreneurs can use all kinds of media to increase consumer preferences. Creating a healthy lifestyle trend related to yogurt can also be done because consumers who have high social strata tend to follow the trend that is currently popular.
Academics can help in counseling efforts in villages regarding the importance of consuming yogurt. Academics can also pay attention to MSMEs engaged in producing yogurt. In addition, academics can also participate in spreading the health benefits of yogurt. The role of the government in increasing consumer awareness of the importance of consuming yogurt. The role of the government that focuses on increasing the knowledge of nutritionists regarding fermented milk or yogurt so that they can provide information about the importance of consuming yogurt, and encourage people to further improve their health.
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IV. Conclusion
The results of the study on the influence of consumer preferences, perceptions, and awareness on yogurt purchasing decisions can be concluded that:
1. Consumer preferences for yogurt are still considered quite low. The factor that influences the respondents' low preference is the price of yogurt which is more expensive than other fermented milks. Respondents already know that the composition contained in yogurt products is important in making purchasing decisions.
2. The relationship between consumer perceptions of purchasing decisions is positive.
Someone decides to buy a product based on awareness of their own needs and awareness comes from internal factors such as psychological factors, someone who realizes the need for a product
3. Consumer awareness (KK) on purchasing decisions (KP) has a significant influence.
The level of awareness of respondents to yogurt is quite high. Respondents already know that yogurt is a healthy fermented milk drink.
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