THE INFLUENCE OF SOCIAL MEDIA, ATTITUDE AND REFERENCE GROUPS ABOUT THE PURCHASING INTENTION OF FOOD SUPPLEMENT PRODUCT FOR HEALTH NATURE FARM

Abstract

The objective of this research was 1.) to study the demographic characteristics, online media exposure, attitudes, and reference groups for purchase intention of supplement food from cold-pressed oil for health, Nature Farm Brand. 2.) to study the comparison of different demographic characteristics with the different intentions to purchase supplement food from cold-pressed oil for health, Nature Farm Brand. 3.) to study the mutual influence of media exposure on the influence of online media, attitude, and reference groups for the intention to purchase supplement food from cold-pressed oil for health, Nature Farm Brand. By using descriptive statistical analysis data to determine the frequency, percentage, mean and standard deviation. Hypothesis testing with One-way ANOVA analysis, and multiple linear regression analysis at the statistical significance level of 0.05. The result of the research was as follows 1.) different demographic characteristics, gender, age, education level, and different occupation have different purchase intentions of supplement food from cold-pressed oil for health, Nature Farm brand. 2.) online media exposure had an influence on online media exposure (β = -.167) with attitude to purchase intention (β = 0.373) and reference group (β = 0.214) is the common influence determinant on product purchase intention supplement food from cold-pressed oil for health, Nature Farm brand.