Analisis Perilaku Pembelian dan Konsumsi Produk Suplemen Makanan

Abstract

The objective of this research was to identify the consumption behavior of food supplement and to analyze the factors associated with buying and consumption behavior. This research was conducted at Tegal Gundil and Bantarjati villages (Northern Bogor Subdistrict) involving 100 purposively selected respondents. The respondents were at age of 20-65 year old and have consumed food supplement at least one product in the last month. Data collection was carried out through interviews using questionnaire. The research concluded that most of respondents consume tablet multivitamin of food supplement. It was about 83 brands of multivitamin mentioned by consumers. Which the Enervon-C was the most popular brand consumed. The greatest proportion of consumers consume at least a suggested portion in any relevant forms of food supplement a day (≥30 times/month). The results shows that the variables fo education and income have a negative significant relationship with the frequency of food supplement. Furthermore the variabel of income have a positive and significant relationship with the frequency of food supplement consumption.