Analysis on Factors Influencing Purchase Decision on Mangosteen Skin Extract Garcia

In the last decade, business world has interesting industry, i. e. growing industry on traditional medicine. Garcia, a mangosteen skin extract product, is one of the products in traditional medicine industry marketed by PT Zena Nirmala Pratama (ZNP). Understanding consumer behaviour in purchase decision is the key of success for a company. This study aimed to analyse the influence of ZNP marketing mix and consumer aspects such as attitude, learning, motivation, and reference group towards purchase decision on mangosteen skin extract Garcia. Convenience and quota samplings were employed for sampling methods. Data were collected using questionnaires on 492 respondents of above 17 years old and had been purchasing Garcia in the last three (3) month when the study was conducted. Data acquired were analysed descriptively to describe respondent profile and Structural Equation Model (SEM) with Lisrel software was employed to assess the relation among the study variables. Descriptive analysis indicates that respondent profile (of highest percentage) consisted of female, 35-53 years old, Islam, high school graduate, married, of 4 family members in average, housewife, and IDR 1, 000, 000 to 2, 000, 000 (USD 77 to 154) as average expenses for food and non-food. SEM analysis indicates that significant and directly influencing variables on purchase decision were marketing mix, learning, and reference group, while non-significant variables on purchase decision were attitude and motivation