Peningkatan aktivitas dan pendapatan penduduk, mendorong diperlukannya makanan yang praktis, mudah, cepat cara penyajiannya serta bergizi. Healthy Food Bar (HFB) merupakan produk yang mempertimbangkan nilai gizi yang tinggi dan praktis. Tujuan penelitian ini untuk mengetahui pengaruh secara simultan dan parsial variabel dalam marketing mix (atribut produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) serta dalam perilaku konsumen (faktor lingkungan, individu, psikologis) terhadap keputusan pembelian HFB. Hasil penelitian dari 100 responden menunjukan variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses, lingkungan fisik) dan perilaku konsumen (faktor lingkungan, individu, psikologis) secara simultan berpengaruh signifikan terhadap keputusan pembelian produk HFB. Secara parsial variabel marketing mix (produk, harga, saluran distribusi, promosi, orang, proses) dan variabel perilaku konsumen (faktor lingkungan, individu, psikologis) berpengaruh signifikan sedangkan variabel lingkungn fisik berpengaruh tidak signifikan terhadap keputusan pembelian produk HFB.

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The awareness of consumers about environment has been increasing considerably. The green marketing mix is one of strategies for producers to meet the need of consumers. This study aimed to develop a theoretical structural model representing the influences of green marketing mix on purchasing decision. The conceptual framework was empirically tested using Partial Least Square (PLS) method based on a survey of 42 consumers of mozzarella cheese produced by CV. Brawijaya Dairy Industry (BRADY) in Malang City, Indonesia. Data were collected using questionnaires given to respondents who were taken by purposive sampling. Exogenous latent variables in this study were green product, green price, green place, and green promotion as variables of green marketing mix, meanwhile endogenous latent variable was purchasing decision. The results showed that green product, green price, and green promotion influenced significantly purchasing decision. Green place did not influence significantly on purchasing decisions because the consumers, who were mostly snack producers, did not consider the distance of the marketplace. They usually bought BRADY mozzarella cheese with other ingredients for snack production. They saved more energy by buying BRADY mozzarella cheese at one-stop-shop of ingredients for snack production although it was sold at a little bit far marketplace. The most influential variable of green marketing mix on purchasing decision of BRADY mozzarella cheese was a green product because the ingredients of the product were toxic-free.

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One of the processed milk products is Ultra Taro UHT milk. The aim of this research was to analyze Ultra Taro UHT milk’s importance level of attributes and combinations of the attributes which are preferred based on consumer preferences. This study was quantitative correlational using a questionnaire with a full profile presentation method. The study was conducted for one month, with 60 respondents determined by the purposive sampling method. Data was processed using the conjoint method. In this research, 4 product attributes were used, there are flavor with 3 levels, volume with 3 levels, fat content with 2 levels, and type of packaging with 2 levels. The results showed the level of importance value, attribute flavor with a relative value of 34.44%, volume and packaging types have similar relative value of 27.79%, and fat content with a relative value of 9.97%. The combination of attributes favored by consumers was the fifth stimuli with a total use value of 3.8283 consisting of taro balanced milk flavor attributes, 200 ml volume contents, low fat, and tetra pack packaging types. The results of the conjoint have significant correlation with the opinion of respondents with a positive Kendall Tau correlation value of 0.889.