Overview

Original Research

THE INFLUENCE OF WORD OF MOUTH (WOM), PRICE, AND NUTRITIONAL KNOWLEDGE ABOUT CALCIUM ON THE PURCHASE DECISION OF DAILY PRODUCTS IN ADOLESCENTS

AHMAD FARIDI 1, MASYDZULHAK DJAMIL 2, AHMAD BADAWI SALUY 3, and MAFIZATUN NURHAYATI 4.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7374974   |   Author Affiliation: Ph.D. Student, Department of Management, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta Indonesia 1; Lecturer, Department of Management, Faculty of Economics and Business, Universitas Mercu Buana, Jakarta Indonesia 2,3,4.   |   Licensing: CC 4.0   |   Pg no: 1566-1580   |   To cite: AHMAD FARIDI, et al., (2022). THE INFLUENCE OF WORD OF MOUTH (WOM), PRICE, AND NUTRITIONAL KNOWLEDGE ABOUT CALCIUM ON THE PURCHASE DECISION OF DAILY PRODUCTS IN ADOLESCENTS. 17(11), 1566–1580. https://doi.org/10.5281/zenodo.7374974   |   Published on: 28-11-2022

Abstract

This study aimed to analyze the effect of word of mouth, price, and knowledge of calcium on adolescents' decisions to purchase dairy products. One of the intakes needed in adolescence to prevent osteoporosis is milk, the main calcium source. The sample in this study was teenagers in high school in Jakarta, totaling 95 people according to random sampling, and analyzing the data using sperm rank correlation since the assumption of normality of the data was not met. The results showed a significant influence between word of mouth (WOM), price, and knowledge of calcium on adolescents' decision to purchase dairy products.

Keywords

Price, Knowledge, Purchase decision, Milk, Adolescent