Causality of Product Awareness Coconut Flour Towards Future Engagement, Indonesian Market
Article Sidebar
PDF downloads: 595
Main Article Content
Abstract
In order to establish a future engagement of the Indonesian market in terms of coconut flour, awareness of the product is needed for the consumer decision making to purchase the product which will lead to future engagement. This study aims to examine the effects of product and awareness and consumer decision making towards future engagement in Indonesia. By employing SmartPLS, we prove that existence of product has a relatively strong negative relationship with awareness (.55); while awareness has a relatively weak relationship
with consumer decision making to purchase a product (.37) and the decision made by customer to purchase healthy product have a relatively strong positive relationship towards engagement of the product in the future (.66). Further implications are discussed.
Article Details
International Journal of Business Studies by Sekolah Tinggi Manajemen IPMI is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY-SA Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
4. Copyright Transfer Agreement Form can be downloaded HERE.
