Analisis Pengaruh Situasi, Produk, Individu pada Perilaku Membeli dan Mengkonsumsi Makanan Ringan


  • Rita Rita Bina Nusantara University
  • Son Wandrial Bina Nusantara University
  • Regina Inderadi Bina Nusantara University



individual characteristics, consumption situation, snack products, purchasing and behavior


The study of consumer behavior is expected to receive more academic attention from scholars. The important aspects in consumer behavior are purchasing and consumption behavior by individuals. Purchasing and consumption behavior is influenced by situation, product and person. The objectives of this research are to examine main and interaction effects of consumption situation, snack products, and individual characteristics on
purchasing and consumption behavior. This research was conducted in Jakarta using 218 respondents that has purchased and consumed snack products which were offered by researcher. The situation used in this research is consumption situation based on tasks definition, which the consumer purchases and consumes products based on purpose and objectives of purchases and consumption contetxs. Whereas individual characteristics used is observable characteristics such as age, gender, and level of education. Thus, the result show that individual characteristics based on age will interact with consumption situation and snack products which influence purchasing and consumption behavior. This is a fully model which influence purchasing and consumption behavior. The pattern of variance light /salty/ crispy snack, baby boomer and informal serving situation is the
highest contribution to influence purchasing and consumption behavior.


Plum Analytics

Author Biographies

Rita Rita, Bina Nusantara University

Management Department

Son Wandrial, Bina Nusantara University

Management Department

Regina Inderadi, Bina Nusantara University

Management Department


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