PENGARUH INTEREST TOWARD HEALTHY DRINK, SELF EFFICACY DAN HEALTH ORIENTION PADA PRODUK BISNIS RINTISAN

Hendra Wijaya, Andy Pratama Sulistyo, Yan Christianto Setiawan

Abstract


Healty drinks are increasingly favored by the public, this is driven by people who are increasingly aware of health so that they have an orientation towards health. This research aims to prove the effect of Interest in Healthy Drink, Self Efficacy, Health Orientation on Purchase Intention on new health drink products developed by a startup business called Nutribit. This research is quantitative research with purposive sampling technique. The sample of this study were 169 people who live in the cities of Surabaya and Sidoarjo, aged 18 - 65 years, and have never bought Nutribit products. Data collection was done through Google form. The collected data were analyzed using multiple liner regression with IBM SPSS Statistic 26 software. The results of this study indicate that the variable Interest in Healthy Drink has a positive and significant effect on Purchase Intention is accepted, while Self Efficacy and Health Orientation have a positive and significant effect on Purchase Intention is rejected.


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DOI: https://doi.org/10.33508/jes.v1i1.5624

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