The Influence of Price, Product Quality, Accessibility and Health Consciousness as a Moderating Variable on Buying Intention: Evident of Small Packaging Mixed Flour XYZ at PT. X

In today's highly competitive global business environment, customer acquisition and retention are essential for success. Customer satisfaction is a crucial factor in achieving this objective. With changes in consumer lifestyles, there is a growing demand for instant food, and people prefer food that is easy and convenient to prepare. PT X is a company that produces instant mixed flour under the brand name XYZ and is currently focused on increasing its sales. Therefore, it is necessary conduct a study on consumer buying intention. However, more research is needed to examine the influence of price, product quality, and accessibility on the buying intention for mixed flour while also checking health consciousness as a moderating variable. This research was conducted through a survey among 134 respondents, and the results were analyzed using PLS-SEM. The results indicate that to increase sales, it is necessary to pay attention to the role of accessibility and consumer health consciousness, which significantly influence buying intention. While price and product quality do not have a significant influence on buying intention. Moreover, health consciousness as a moderating variable strengthens the influence of accessibility on buying intention.