Analysis of Personal and Psychological Factors Influencing Consumer Purchasing Behavior of Flavored Pasteurized Milk Among Universitas Padjadjaran Students

Abstract

The growth of the dairy industry in Indonesia has been followed by an increasing variety of flavored pasteurized milk products available in the market, yet studies examining the influence of personal and psychological factors on the purchasing behavior of these products, particularly through a Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach, remain limited. This study used a quantitative descriptive survey method. The research location was purposively determined at the Universitas Padjadjaran Jatinangor campus, while 170 active students aged 18-24 years were selected as respondents using proportional random sampling. Data were analyzed using SEM-PLS. The results show that personal factors had no significant effect on purchasing behavior, whereas psychological factors had a significant and dominant effect. Simultaneously, personal and psychological factors influenced purchasing behavior with a contribution of 40.1%, while the remaining 59.9% was influenced by other factors outside the scope of this study. Psychological factors, particularly motivation, perception, and attitude, were the primary drivers of purchasing behavior for flavored pasteurized milk among Universitas Padjadjaran students.