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
Abstract :
- 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.
- 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.
