The Effect of Product and Promotion on Consumption Patterns with Mediation Effect of Healthy Lifestyle

Abstract

The consumption of unhealthy food has been linked to the risk of many diseases such as non-communicable diseases and obesity. Thus, this study aimed to examine the effects of product, promotion on the consumption patterns of healthy food and healthy lifestyle as well as to examine the mediating effects of healthy lifestyle between the specified linkages. Research design used a quantitative approach where the questionnaire was formulated for primary data collection. The variables were measured using 23 items sourced from past studies. All the items were assessed using the five-point Likert Scale. 500 questionnaires were distributed to academicians from four Universities (UUM, UniMap, UPSI, USM) by using the random sampling technique. 357 responses were returned, representing a 71.4% response rate. The analysis method used the partial least square (PLS 3) regression and descriptive methods. The findings indicate that consumer healthy lifestyle, promotion are significant predictors of consumption patterns. Meanwhile product shows no significant relationship with consumption patterns. The results of the mediation effects of a healthy lifestyle show that healthy lifestyle is a significant mediator between product, and promotion with consumption patterns. As Malaysian consumers exhibit serious concern towards healthy food consumption patterns, it is recommended that the managers focus their strategies on promotion, and product more significance on healthy lifestyle in their healthy food consumption patterns. The study discusses the implications to various stakeholders, its limitation, and recommendations for future studies.

Pengaruh Kualitas Produk Dan Promosi Dimediasi Gaya Hidup Terhadap Keputusan Pembelian Pada Hammer Clothing Store

“…Disamping itu Hammer selalu mengikuti trend mode dari berbagai lini produk dengan tujuan untuk memenuhi dan meningkatkan gaya hidup pelanggan. Adanya hasil penelitian yang menyatakan bahwa gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian terdapat pada hasil penelitian dari Sianturi, et al (2019), Djermani, et al (2021. Dari penelitianpenelitian terdahulu, maka peneliti menggunakan variabel gaya hidup sebagai penelitian saat ini dan terdapat variabel kualitas produk dan promosi yang dapat menunjang adanya keputusan pembelian pada Hammer clothing store.…”

“…Hasil ini berarti mendukung hipotesis yang diajukan "Kualitas produk berpengaruh positif dan signifikan terhadap gaya hidup". Hasil penelitian ini didukung oleh penelitian yang dilakukan oleh Djermani, et al (2021) dengan hasil penelitian yang menyatakan bahwa kualitas produk berpengaruh positif dan signifikan terhadap gaya hidup. Gaya hidup seseorang dapat terbentuk dari pilihan seseorang dalam menentukan produk fashion yang menjadi ciri serta favorit dari seseorang dalam menjatuhkan pilihan merk produk fashion yang sudah menjadi ciri khas seseorang.…”