The Influence of Attitude, Product, Price, Place, and Promotion on

Indonesian Consumers’ Purchase Intention towards Healthy Dessert

Carissa Tibia Walidayni and Evy Rachmawati Chaldun

School of Business and Management, Institut Teknologi Bandung, Ganeca 10, Bandung, Indonesia

Keywords: Consumer Decision Factors, Healthy Dessert, Indonesian Consumers, Marketing Strategy, Purchase

Intention.

Abstract: In Indonesia, healthy food demand is on the rise along with the increased prevalence of overweight and

obesity. It also affects the dessert industry as healthy dessert business is getting popular in an urban area.

Understanding factors influencing consumer purchase intention is crucial to create a suitable marketing

strategy. Therefore, this research analyses the influence of consumer attitude, product attributes, price, place,

and promotion on Indonesian consumers' purchase intention towards healthy dessert product. Research is

done within Bandung City through a questionnaire with 410 respondents and analyzed using multiple

regression and crosstab descriptive analysis, then validated through interview. This study finds that attitude,

price, and promotion are the most influential factors, followed by a factor of place, then the factor of the

product as the least influential one. Additionally, the potential customer segment for healthy dessert product

is female & male aged 18-55 years old who work as medical/private/government employee, entrepreneur, and

college student with monthly income IDR 2.500.000 up to more than IDR 10.000.000. Their most preferred

places to buy healthy dessert are a supermarket, official outlet, health store, canteen, and social media. Results

provided in this study can be considered by healthy dessert businesses in formulating a suitable marketing

strategy that can support their business growth.

1 INTRODUCTION

According to the Global Burden of Disease Report in

2013, there were approximately 2.1 billion people –

almost 30% of the global population – suffered from

overweight or obesity (Nielsen, 2015). Therefore,

consumers around the world begin to have more

concern for their health. As much as 49% of global

respondents in Nielsen Global Health & Wellness

Survey 2015 consider themselves overweight, and a

nearly similar percentage (50%) actively try to lose

their weight. In fact, the majority of people globally

prefer to change their diet and do more exercise as a

weight loss method (Nielsen, 2015). Nielsen also

reveals the mindset of over 30.000 individuals

globally about healthy food: 85% of participants –

from Generation Z to Baby Boomers – are willing to

pay a premium for healthy food that can either reduce

disease and/or promote good health.

This phenomenon also happens in Indonesia,

where the prevalence of overweight and obesity has

increased during 2007-2018 (Ministry of Health of

the Republic of Indonesia, 2018).

Figure 1: Growth rate of overweight and obesity in

Indonesia during 2007-2018. (Source: Ministry of Health of

the Republic of Indonesia, 2018:67.)

Even in 2014, Lancet Medical Journal released

that Indonesia is the 10

most obese country in the

world (BBC News, 2014). Indeed, 75% of metro

consumers in Indonesia said they aim to have a

healthier diet and 58% said they would definitely

exercise more (Mintel, 2017). It leads to the rise of

healthy food demand, as Euromonitor International

has recorded a CAGR percentage of 5 food categories

in Indonesian healthy food industry (Wardani, 2017).

This trend also affects dessert industry in specific,

since 53.1% of ≥10 years old Indonesian population

like to eat sweet food ≥1 time/day (Ministry of Health

218

Walidayni, C. and Chaldun, E.

The Inﬂuence of Attitude, Product, Price, Place, and Promotion on Indonesian Consumers’ Purchase Intention towards Healthy Dessert.

DOI: 10.5220/0008429502180228

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 218-228

ISBN: 978-989-758-408-4

of the Republic of Indonesia, 2013). Thus, healthy

dessert business is getting popular in the urban area,

including Bandung as a metropolitan city in

Indonesia.

Table 1: Health and wellness food retail sales in Indonesia

historic in US$ millions, fixed 2015 exchange rate.

Source: Wardani, E.K., 2017:2.

In contrary to the increasing number of such

businesses, unfortunately, the number of related

researches that can help them to gain a deeper

understanding of their market is still limited. So,

there’s an urgency here to conduct a study about

consumer purchase intention towards healthy dessert

product. Results provided in this study can be

considered by healthy dessert businesses in

formulating a suitable marketing strategy that can

support their business growth.

2 THEORETICAL FOUNDATION

2.1 Healthy Dessert

Based on the Cambridge Dictionary, the definition of

dessert is sweet food eaten at the end of a meal,

although in fact, people also eat dessert for snacking

and even breakfast.

Varieties of dessert are biscuit or cookies, cake,

chocolate and candy, pudding and custard, deep-fried

dessert, frozen dessert, jellied/gelatin dessert, pastry,

pie, cobbler, clafoutis, sweet soup, and dessert wine

(Wikipedia).

While for healthy dessert itself, apparently it still

has no exact definition until today. However,

according to the definition & varieties of

conventional dessert and the 5 healthy food

categories, it can be concluded that what defined as

healthy dessert is those dessert varieties which

contain the value of fortified functional, better-for-

you, naturally healthy, organic, and food intolerance.

Fortified functional desserts are those who

enriched or fortified with nutrition such as vitamin,

mineral, protein, etc. (Hasler, 2002).

Better-for-you desserts are those which good for

body health and contain low calorie, carbo, sugar, fat,

etc. (Hudson Institute, 2011).

Naturally healthy desserts are those which

uncooked or minimally cooked like fried, baked,

boiled, steamed, etc. and doesn’t contain artificial

substances like colouring, flavouring, preservative,

etc. (Bradford, 2015).

Organic desserts are those which contains organic

ingredients or free from synthetic chemical and

GMOs (Duram, 2018).

Food intolerance desserts are those who free from

intolerable ingredients such as lactose, gluten, casein,

artificial/chemical substances, etc. which can cause

body metabolic disorders (Nordqvist, 2017;

American Academy of Allergy Asthma &

Immunology n.d.).

2.2 Factors Influencing Consumer

Intention to Purchase Healthy

Dessert

In order to find the influencing factors, there are 2

steps used. First is using secondary data from several

former related types of research around the world.

Second is using primary data through preliminary

research to 10 respondents who have been running

healthy lifestyle and used to healthy food products.

The second step is needed to validate those secondary

data variables based on the perspective of Bandung

consumers – the city where this research is sited – and

to dig out the possibility of any new variables found.

In result, there are 142 discovered variables where

many of them are actually similar. Therefore, they’re

simplified into 41 variables within 5 factors:

consumer attitude, product attributes, price, place,

and promotion.

Figure 2: Conceptual framework.

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2.3 Conceptual Framework and

Hypothesis

Consumer purchase intention towards healthy dessert

is influenced by two kinds of stimuli. First, the

internal stimuli that come from the consumer itself

which consists of attitude. Second, the external

stimuli that come from businesses/marketers in the

form of 4Ps marketing mix which consists of product,

price, place, promotion. The Framework can be seen

in Figure 2.

2.3.1 Consumer Attitude

According to Tuorila (1997), attitudes strongly

influence food choice behavior. Consumers’ concern

for their own health and degree of trust in organic

food have a signiﬁcant impact on their purchase

intention of organic food. On the other hands,

consumers’ concern for environmental protection,

current food safety, and knowledge of organic food

have a weak effect on their purchase intention (Yin et

al., 2010). The consumers' perceived value of organic

food is important, as a number of previous researches

showed a positive perception towards organic food

products (Ahmad, 2010). Perceived value can be

illustrated as the consumers’ assessment of the utility

of a product based on the consumers’ perceptions of

what they give and receive in return (Naylor & Frank,

2000; Zeithaml, 1988). Hill and Lynchehaun (2002)

discovered that knowledge is an important factor

when purchasing organic products. In their study,

Yiridoe, Bonti-Ankomah, and Martin (2005) stated

that consumers do not purchase organic food for two

reasons: lack of knowledge and their inability to

clearly distinguish the unique attributes of organic

products from the conventionally grown alternatives

because of insufficient detailed information. Further,

reference or group recommendation from

doctor/trainer/family/friend indirectly convinces

consumers that consuming these products is a modern

trend and it dominantly affecting consumers’

functional food purchase intention (Sari, 2012; Kaur

and Singh, 2014). Therefore, it is assumed that:

H1: Consumer attitude positively influencing

consumers’ intention to purchase healthy dessert

The table 2 shows the consumer attitude variables.

2.3.2 Product Attributes

Paul and Rana (2012) stated that consumers' overall

satisfaction on a healthy food product is also a

dominant influence, this overall satisfaction includes

Table 2: Consumer attitude.

taste, quality, freshness, packaging, variety, and

nutritional info. Moreover, Nielsen’s Global Health

and Wellness Survey (2015) revealed that in

purchasing healthy food, indeed consumers consider

several health attributes which they think are very

important: back-to-basics, less is more, more is more,

and sustainable. Certiﬁcation is another important

factor which encourages consumers to buy organic

food. In order to gain consumer trust, it is important

for farmers to authenticate and validate their products

through government's certiﬁcation (Deliana, 2012).

Due to lifestyle change and increased quality

consciousness, consumers today tend to choose

products that easy to store and have a long shelf-life

(Kaur and Singh, 2014). According to these findings,

it can be assumed that:

H2: Product attributes positively influencing

consumers’ intention to purchase healthy dessert.

The table 3 shows the product attributes variables.

Table 3: Product attributes.

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2.3.3 Price

Being susceptible to price elasticity, the price of

organic food has an obvious impact on consumer

demand. Consumers’ degree of acceptance of current

price has a signiﬁcant impact on their purchase

intention of organic food (Yin et al., 2010). A better

quantity or size of the product is another

consideration of consumers in addition to price, as

they expect to get a reasonable price for a decent

quantity/size. Same expectation also applies to price

equal value, where consumers desire a price that

worth the benefit they get from a product. Hence, it

triggers the assumption that:

H3: Price positively influencing consumers’ intention

to purchase healthy dessert.

The table 4 shows the price variables.

Table 4: Price.

2.3.4 Place

According to Kaur and Singh (2014), easy

availability is one of the highest variables that

influencing consumer purchase intention which

means that the product needs to be available at

reachable places. Furthermore, Paul and Rana (2012)

said that the existence of delivery also influencing the

overall satisfaction of consumers towards healthy

food product. Therefore, the hypothesis as follow

appears:

H4: Place positively influencing consumers’

intention to purchase healthy dessert.

The table 5 shows the place variables.

Table 5: Place.

2.3.5 Promotion

Very good promotional offers, influenced

advertisement, and retailers influence are claimed to

have a high influence on consumer purchase intention

(Kaur and Singh, 2014). Based on that claim, it is

assumed:

H5: Promotion positively influencing consumers’

intention to purchase healthy dessert.

The table 6 shows the promotion variables.

Table 6: Promotion.

2.4 Mapping the Potential Customer

Segment

2.4.1 Demography and Preferences

Several studies agreed on the socio-demographic

profile of healthy food buyers. Consumers’ income

status has a positive effect on their willingness to

purchase organic food. Meanwhile, consumers’ age,

degree of education, and the presence of a child under

12 years in the family have no obvious impact on

purchase intention (Yin et al., 2010). This argument

is even more strengthened by Thompson and Kidwell

(1998) who said that age, gender, and having a

college degree just had little impact on a shopper’s

decision to buy organic food. In contrary, Dettmann

and Dimitri (2007) stated consumers with higher

education were more interested in purchasing organic

food than those with less education. Regarding

gender, majority of studies reveal that females are the

most likely buyers of functional foods since women

have often been reported to have higher levels of

health awareness (Verbeke, 2005; Gilbert, 2000;

Poulsen, 1999). Younger household and women are

aged 30-45 with children having high disposable

income include organic food in their purchase (Van

Doorn and Verhoef, 2011; Dettmann and Dimitri,

2007). Furthermore, the researcher also suspecting

that individual who lives with parents will tend to

choose healthy food because of parents' condition or

intervention.

Table 7: Demography and preferences.

Therefore, potential customer segment can be

seen from the relationship between demography

The Inﬂuence of Attitude, Product, Price, Place, and Promotion on Indonesian Consumers’ Purchase Intention towards Healthy Dessert

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profile and consumption frequency. The table 7

shows the demography and preferences.

3 METHODOLOGY

3.1 Data Collection

The data collection process is carried out through two

phases using a mixed method – quantitative and

qualitative. The first phase is an online questionnaire

which consists of questions that represent the

variables used (see Table 3-Table 8).

The second phase is a direct interview with the

same questions, but it’s focused to gain deeper insight

from respondents regarding the reasons behind their

questionnaire answers and purposed also for

validation.

3.2 Variable Measurement

Likert scale is used to measure the variables with a

scale from 1 to 5, where the value number of 1

represents “strongly disagree”, 2 represents

“disagree”, 3 represents “neutral”, 4 represents

“agree”, and 5 represents “strongly agree”.

3.3 Population & Sample

The population of this research is the whole of

Bandung citizens. This research uses non-probability

judgemental sampling since it only takes female &

male aged ≤17 up to ≥56 years old with middle-upper

economic class who live in Bandung City as its

sample.

For questionnaire’s sample size, Roscoe (1975)

stated that good sample size for multiple regression is

10 times the variable used – in which this research has

5 independent variables and 1 dependent variable – so

the minimum sample size required is 60 respondents.

While in determining sample size for direct

interview, since the questionnaire respondent is

classified into 5 age groups (≤17, 18-22, 23-40, 41-

55, ≥56 years old), so researcher takes 2 respondents

from each group – one who has the least and one who

has the most intensive healthy dessert’s consumption

– which is 10 respondents in total.

3.4 Data Analysis

3.4.1 Multiple Regression Analysis

Multiple regression analysis is a suitable analytical

method to measure the influence’s significance of

consumer attitude, product attributes, price, place,

and promotion on Indonesian consumers’ purchase

intention towards healthy dessert product. Which is

estimated by the following equation:

(1)

3.4.2 Crosstab Descriptive Analysis

Crosstab descriptive analysis is the suitable analytical

method for mapping the potential customer segment

based on their demography profile – on the row – and

frequency of healthy dessert consumption – on the

column.

4 RESULT

4.1 Factor’s Influence on Indonesian

Consumers’ Purchase Intention

towards Healthy Dessert

Data provided in this section is the analysis result of

410 online questionnaire respondents, which then

validated through a direct interview to 10 chosen

respondents whose answers represent the 410 others’

but in more detailed with their reasons behind and

their actual expectations.

Table 8: ANOVA’s result.

Since the Sig. score in Table 8 shows a value of

0.000 which is <0.05, therefore it proves that factors

of consumer attitude, product attributes, price, place,

and promotion simultaneously influencing

Indonesian consumers’ intention to purchase healthy

dessert product.

Table 9: Coefficients regression’s result.

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From ANOVA’s result before, it’s already known

that all factors are simultaneously influencing

Indonesian consumers' intention to purchase healthy

dessert product. But however, each of them has

different influence level on consumer purchase

intention. As seen on Sig in table 9, the most

influential factors are attitude, price, and promotion

(0.000), followed by a factor of place (0.045), then

the factor of the product (0.071) as the least

influential one.

It’s proven that attitude, price, and promotion

have a signiﬁcant impact on consumer purchase

intention as has been discovered before by Tuorila

(1997), Yin et al. (2010), and Kaur & Singh (2014).

It’s also in accordance with Kaur and Singh (2014)

that factor of the place has a high influence on

consumer purchase intention. But, in contrary to Paul

and Rana (2012), overall satisfaction in product

attributes isn’t the dominant influence on consumer

purchase intention, instead, it’s the weakest.

4.1.1 Consumer Attitude

Consumer attitude explains the perspective of

consumers on healthy dessert product and how they

react on it. According to interview result, all

respondents from age group of ≤17 up to ≥56 years

old set healthy life as their priority and they believe

that eating healthy food – including dessert – is an

important factor to achieve a healthy life. Four fifths

of respondents said they consume healthy dessert

only for prevention/health maintenance, not for

treatment to certain diseases. All of them have

understood that healthy dessert is more beneficial

than conventional dessert, therefore they start

balancing their consumption between the

conventional and the healthy one. Another reason is

because they see healthy dessert as a safe product,

both for themselves and for the environment as well

because it’s natural and free from artificial/chemical

substances. It proves that majority of consumers have

owned positive perception towards healthy food

products (Ahmad, 2010) and it’s in contrary to Yin et

al. (2010) statement where consumers’ concern for

environmental protection, current food safety, and

knowledge of healthy food have a weak effect on their

purchase intention, in fact, those things are precisely

what encourage consumers to choose healthy food.

But however, only two fifths of respondents believe

that healthy dessert is truly healthy – more than just

branding matters, while the rest are only half

believers unless they’ve read the nutritional and

ingredients info, or have seen the production process

directly, or have seen/felt the concrete result of

benefit. It then affects their trust in references, hence

the first recommendation they would follow is from

an expert, second is family, and last is friends, as what

stated before by Sari (2012) and Kaur & Singh (2014)

that such references can affect consumer purchase

intention. Even all of the respondents are not

persuaded by celebrity/influencer endorsement nor

trend. For them, consuming healthy dessert is full

because of their personal consciousness, needs, and

pleasure.

4.1.2 Product Attributes

Product attribute explains the expectation of

consumers towards healthy dessert product. All of the

respondents think that healthy dessert should be rich

of nutrition (vitamin/mineral/protein), less of

fat/sugar/carbo/calorie, natural (minimally

processed), safe (free from artificial/chemical

substances), support sustainability (environment, fair

trade, local economy). Regardless of religion, in fact,

all of them expect halal composition. Only three of

ten respondents would tolerate a healthy plain-tasted

dessert even if it’s very nutritious, while the rest is

demanding a healthy sweet-tasted dessert. For them,

good quality ingredients and freshness is a must in

order to keep the health value. The freshness here

means fresh-made, therefore four fifths of

respondents don't agree that healthy dessert should

have long shelf-life durability. One fifth of

respondents who work as the medical employee said

that healthy dessert could be made durable using

smart packaging technology, smart production

technology, or natural preservatives. For wet dessert,

all of the respondents expect days-shelf-life durability

(less than 1 week in refrigerator). Whilst for dried

dessert, they expect months-shelf-life durability. Four

fifths of respondents are more interested in packaging

that looks attractive (colourful/clean/fresh/healthy),

whereas the one fifth only focuses on the information

label. Further, all of them agree that practical (easy to

takeaway, easy to serve, easy to store) and

environmentally friendly packaging, information

label and certification, variety of flavour, type, and

size are important.

So, it’s true that overall satisfaction on product

attributes has an influence on consumer purchase

intention – including certiﬁcation to gain consumer

trust (Paul and Rana, 2012; Deliana, 2012; Nielsen,

2015). Further, lifestyle changes and increased

quality consciousness indeed have shifted consumers

preference into easy-to-store products (Kaur and

Singh, 2014), but on the other hand, they don’t want

a long shelf-life product because they think healthy

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food should be fresh, natural, and safe from chemical

preservatives.

4.1.3 Price

For respondents who earn less than IDR

10.000.000/month, the price of some healthy desserts

is already affordable, while some others' are still not.

However, all of them agree that even though healthy

dessert is more expensive than the conventional one,

but the price they pay is worth the health benefit and

quantity they get, therefore they continue to consume

healthy dessert. It strengthens Yin et al. (2010)

statement that consumers’ degree of acceptance of

current price has a signiﬁcant impact on their

purchase intention – including quantity and benefit

covered by the price.

4.1.4 Place

All of the respondents see that healthy dessert

business has not evenly distributed, instead it’s still

concentrated in certain parts of the city only. There’s

even one fifth of respondents who have never bought

healthy dessert yet because they didn’t find such

products in their place, this also caused by a lack of

advertisement. So, it’s true that easy availability has

a high influence on consumer purchase intention

according to Kaur and Singh (2014) finding.

Fortunately, some of the businesses already provide

delivery service which makes consumers more

convenient. As Paul and Rana (2012) said that the

existence of delivery also influencing the overall

satisfaction of consumers towards healthy food

product and can increase their purchase intention.

4.1.5 Promotion

Seven of ten respondents – regardless of gender – said

that promotional offers such as discount and product

bundling could persuade them to buy healthy dessert,

even if it’s just for trial. They mostly see healthy

dessert advertisements in social media, when they

purposely look for it. But however, the best

advertisement for them is a recommendation from

expert, family, and friends. Retailers influence such

as reseller agents and personal sales are not really

affecting them, unless the agents or sales give them

benefit like promotional offers and delivery service.

As what has been discovered before by Kaur and

Singh (2014) that very good promotional offers,

influenced advertisement, and retailers influence are

claimed to have a high influence on consumer

purchase intention.

4.2 the Potential Customer Segment

The potential customer segment can be seen from the

relationship between demography profile and

consumption frequency. Buyers profile with the most

intense healthy dessert consumption’s frequency is

considered as the potential one.

Note that in the crosstab display, percentage value

shows the probability of a segment, while the number

value shows the actual amount of a segment. So, what

is identified as the potential segments are those who

have a high percentage value or high number value on

their consumption frequency column – except the

"uncertain" and "haven't bought" column.

4.2.1 Gender

More female than a male has already consumed

healthy dessert before, and they also have a more

intense consumption frequency. This is because

female have more concern about body fit and

appearance, more curiosity, and more easily

persuaded by promotion. But overall, as seen in table

10, both female and male are potential customer

segment because their percentage is not significantly

different from each other.

It’s in accordance with Thompson and Kidwell

(1998) who said that gender has little impact on

shopper’s decision. Although the female is still the

biggest consumers of such products anyhow like what

Verbeke (2005), Gilbert (2000), and Poulsen (1999)

have stated before on their research.

Table 10: Potential gender.

4.2.2 Age

As in table 11, the age group of 41-55 has the most

intense healthy dessert consumption frequency,

followed by the age group of 23-40, then the age

group of 18-22. People in age 18-55 years old are still

productive (actively work), but along with their

increasing age, their body’s metabolic system starts

to decline as well. So, the older they get, the more

they will consume healthy dessert whether for

prevention or treatment.

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Table 11: Potential age.

Actually, consumers in age ≤17 nowadays already

have health consciousness, but since their body’s

metabolic system is still good, so for them,

consuming healthy dessert is only for personal

pleasure instead of needs. Meanwhile for consumers

in age ≥56, they have the needs to consume healthy

dessert related to their body’s metabolic system, but

for those who are pensionary with limited earnings,

they hardly afford the price. Thus, it's proven that age

has little impact on shopper's decision (Thompson

and Kidwell, 1998; Yin et al., 2010).

4.2.3 Education

As in table 12, people with a master educational

degree have the most intense healthy dessert

consumption frequency, followed by a bachelor, then

a diploma, and the least is ≤ high school. Although

people with doctoral degree, they tend to be passive

consumers of healthy dessert, but overall, this finding

proves that consumers with higher education were

more interested in purchasing healthy food than those

with less education (Dettmann and Dimitri, 2007),

and at the same time it’s also in contrary to Thompson

& Kidwell (1998) and Yin et al. (2010) statement that

having a college degree has little impact on shopper's

decision.

Table 12: Potential education.

4.2.4 Occupation

As in table 13, people who work as medical

workforce/employee have the most intense healthy

dessert consumption frequency since they work in the

health sector, so they really understand the

importance of healthy eating habit.

Table 13: Potential occupation.

Followed by a college student in the 2

place.

Then entrepreneur, government employee, and

private employee in the 3

place.

4.2.5 Monthly Income

As seen in table 14, people who earn > IDR

10.000.000 per month have the most intense healthy

dessert consumption frequency because for them,

almost all healthy desserts are affordable. Followed

by those who earn IDR 2.500.001 - IDR 10.000.000,

they think the price of some healthy desserts is

already affordable, while some others' are still not, so

they become more selective to purchase it. Whilst for

those who earn ≤ IDR 2.500.000, it's quite hard to

afford the price of healthy dessert, so they prefer to

regularly purchase the cheapest one or rarely

purchase it at all. Hence, this group of consumers can

still be considered as an alternative potential customer

segment.

Table 14: Potential monthly income.

So, it’s true what Yin et al. (2010) stated that

consumers’ income status has a positive effect on

their willingness to purchase healthy food, but in fact,

it only has little impact to shopper’s decision, as they

keep purchasing healthy food even though it’s the

cheapest one.

4.2.6 Children’s Presence

As in table 15, people who have children consume

healthy dessert more intensively than people who

don’t have. It’s because people who have children

usually are an adult and tend to bear more

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responsibilities, so they believe healthy eating habit

for maintaining body fit is very important. It's in

contrary to Yin et al. (2010) who said that the

presence of children has little impact on shopper's

decision.

Table 15: Potential children’s presence status.

However, people who don’t have children can still

be considered as an alternative potential customer

segment because the percentage of them who

consume healthy dessert regularly is quite promising.

4.2.7 Parents’ Presence

As in table 16, people who don’t live with their

parents tend to have a more intense healthy dessert

consumption frequency. It can be concluded that

living with parents (parents’ intervention) doesn’t

really affect the frequency of consuming healthy

dessert and it’s true that the will of healthy eating

habit fully comes from personal consciousness,

needs, and pleasure.

However, people who live with parents can still

be considered as an alternative potential customer

segment because the percentage of them who

consume healthy dessert regularly is quite promising.

Table 16: Potential parents’ presence status.

4.3 The Potential Marketing Channel

for Healthy Dessert Product

According to the survey, those consumers have some

preferred places to buy healthy dessert which can be

considered as the potential place or marketing

channel for such products. Each respondent can

choose more than one place.

Figure 3: Preferred place to buy healthy dessert.

From figure 3, the 1

preferred place is a

supermarket (238 people), the 2

is official outlet

(147 people), the 3

is health store (64 people), the 4

is canteen at school/office/gym/clinic/hospital (57

people), the 5

is social media (55 people), the 6

e-commerce (29 people), the 7

is reseller agent (29

people), while the rest 33 people haven’t bought

healthy dessert yet.

5 CONCLUSIONS

Indonesian consumers’ purchase intention on healthy

dessert product is simultaneously influenced by

factors of consumer attitude, product attributes, price,

place, and promotion. Attitude, price, and promotion

are the most influential factors, followed by a factor

of place, then the factor of the product as the least

influential one.

So far, consumers’ attitude towards healthy

dessert is already positive as they’ve understood its

benefit, so they even have started balancing their

consumption between the healthy and conventional

one. From the majority consumers’ point of view, the

price of some healthy desserts is already affordable,

while some others' are still not. But they continue to

consume healthy dessert anyhow, because they agree

that the price paid is worth the health benefit and the

quantity earned. For consumers, the existence of

promotional offers and delivery service can increase

their intention to purchase a healthy dessert. In

addition, the best advertisement for them is a

recommendation from expert, family, and friends

since the evidence is very important for them to foster

their trust and purchase intention towards a healthy

dessert product or brand. Furthermore, attributes

attached on a healthy dessert product indeed also

affecting consumers’ purchase intention as they

expect a product which is nutritious, natural, safe,

environmentally & socially friendly, halal, fresh-

made, good quality, eye-catching, practical, varies,

certified, informative, and tastes sweet.

Female & male aged 18-55 years old who work as

medical employee, private employee, government

employee, entrepreneur, and college student with

monthly income IDR 2.500.000 up to more than IDR

10.000.000 with educational degree ≤ high school up

to master/postgraduate who already have children and

don’t live with parents are the potential customer

segment because they have a frequent and regular

intensity of healthy dessert consumption. This finding

is in accordance with previous researches’ finding as

well, where women aged 30-45 with children having

high disposable income include healthy food in their

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purchase (Van Doorn and Verhoef, 2011; Dettmann

and Dimitri, 2007). However, consumers with

monthly income < IDR 2.500.000 who haven’t

married nor had children and live along with parents

can still be considered as alternative potential

customer segment because the percentage of them

who consume healthy dessert regularly is quite

promising as well.

Consumers’ top 5 most preferred places to buy

healthy dessert are a supermarket, official outlet,

health store, canteen at school/office/gym/clinic/

hospital, and social media.

These results can be used as a recommendation or

even guideline for healthy dessert businesses in

formulating a suitable marketing strategy that can

support the growth of their business.

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