Faktor-faktor yang mempengaruhi keputusan pembelian susu untuk anak 2-5 tahun di kota Bogor

Abstract

This research was aimed to analyze the determinant factors of milk purchasing decision for children of 2 to 5 years old. A cross-sectional study design was applied on this study. The locations were purposively selected at four villages such as Baranangsiang and Sukasari Village on East Bogor Sub District, Tanah Sareal and Kedung Badak Village on Tanah Sareal Sub District, in Bogor City. Total samples of the study were 297 children and their families, which consist of 67 children who did not purchase milk and 230 children who purchased milk. The study showed that both group had significant differences on parental educational attainment, income per capita, family size, child age, number of information sources. The study showed that the determinant factors of milk purchasing were length of mother's education, income per capita, age of child and number of information sources