Abstract
PT Eco Nature Multiindo is a company which operating in the service and food processing. Hen's Instant Omelette is one form of innovative product that exist in Indonesia. In Indonesia, there is no competitor of Hen's product so Hen's became the first of instant egg in market. Response of consumer to this product is quite good, it is can be seen from the sale of products that have been sold to 6.000 bottles for 8 months. But it is still far from the company target ,which is targeting 7.500 bottles per month in accordance with market potential and company's production capacity 300 bottles a day. The purpose of this study are (1) to analyze the life style of Hen's Instant Omelette consumer (2) to analyze the influence of lifestyle, product innovation, and marketing mix of Hen's Instant Omelette product towards purchasing decision (3) to formulate managerial implication for the company. The results of the factor analysis indicates that the user segments of Hen's Instant Omelette consists of three segments: modern, clasic, and trendy. Analysis results of SEM indicates the variable that influence purchasing decision is Product Innovation which consists of Relative Advantages, Compatibility, Complexity, Divisibility, Communicability.
Highlights
PT Eco Nature Multiindo is a company engaged in service and food processing
Based on table 1 above, the cross tabulation between age and sex showed that the most dominant age of consumer is between 20-30 years old which consist of 74 female and 55 male categorized as young people category
The results showed that the coefficient estimation of 0.270, which means the higher the lifestyle will have an inversely proposition of direct purchasing decisions and vice versa
Summary
PT Eco Nature Multiindo is a company engaged in service and food processing. One of the products are Hen's Instant Omelette. Hen's Instant Omelette is one form of innovative products in Indonesia. In Indonesia, Hen’s became the firts product of instant egg. Hen's product has been marketed since 2015 using an online marketing system, exhibitions and fairs. The main target of these products is mountaineers and travelers. Their frequently travel lifestyle and want a practice products seems suitable as a target consumer. The consumer response to this product is quite nice, it has seen from the sale of products that have been sold 6,000 bottles for 8 months
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