Comparative Analysis on Purchasing Intention of High Protein Product "FITMEAT" Between Gym and Non-Gym Members

Abstract

This study aimed to analyze the differences in purchasing intention for the high-protein product FITMEAT between gym and non-gym consumers, identify the key factors influencing this intention, and provide managerial implications for effective marketing strategies. The research was conducted using a quantitative survey with a total of 200 respondents, consisting of 100 gym members and 100 non-gym consumers, with data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that Attitude Toward Behavior (ATB) significantly influenced Behavioral Intention (BI) in both groups, indicating that a positive attitude toward FITMEAT increased the intention to purchase. Conversely, Subjective Norms (SN) did not have a significant effect on BI for either group, suggesting that social influence was not a crucial factor. A key difference emerged in the path to purchase: for gym members, Behavioral Intention (BI) significantly affected Purchase Intention (PI). However, for non-gym consumers, this relationship was not significant; instead, Product Specification (PS) played a more dominant role in directly influencing their Purchase Intention (PI). These results imply that FITMEAT should implement tailored marketing strategies: reinforcing positive consumer attitudes and behavioral commitment for the gym segment, while emphasizing superior product specifications—such as taste, quality, and nutritional content—to drive purchasing decisions among the non-gym segment.