Analysis of Young Mothers' Purchase Behavior of Child Health Supplements: Self-Regulation Theory Approach


Authors : Ananda Arini Putri Vidianingtyas; Dudi Permana

Volume/Issue : Volume 8 - 2023, Issue 2 - February

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/41r3Lmb

DOI : https://doi.org/10.5281/zenodo.7674600

- This study aims to analyze the buying behavior of young mothers toward KLM children's health supplements. The independent variables are: (1) Perceived Convenience; (2) Perceived Benefits; (3) Trust in The Products; (4) Trust in The Companies/Brands; and (5) Relative Price, while the dependent variable is Repurchased Intention with Usage Satisfaction as mediation. The target population in this study were young mothers who had used health supplement products for their children for about 2 months during the COVID-19 pandemic. The samples taken had 140 respondents. The analysis technique used is SEM-PLS, with the following research results: (1) Perceived Convenience has a positive and insignificant effect on Usage Satisfaction; (2) Perceived Benefit has a positive and significant effect on Usage Satisfaction; (3) Trust in The Product has a positive and significant effect on Usage Satisfaction; (4) Trust in The Companies/Brands has a negative and insignificant effect on Usage Satisfaction; (5) Relative Price has a positive and insignificant effect on Usage Satisfaction; (6) Usage Satisfaction has a positive and significant effect on Repurchase Intention; (7) Usage Satisfaction mediates the relationship between Trust in The Product and Repurchase Intention; (8) Usage Satisfaction does not mediate the relationship between Relative Price and Repurchase Intention.

Keywords : Young Mothers, Child Health Supplements, Perceived Convenience, Perceived Benefits, Trust in the Products, Trust in the Companies/Brands, Relative Price, Usage Satisfaction, Repurchase Intention.

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29 - February - 2024

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