Coconut flour is a healthy alternative flour with a lot of benefits that are
substantial for people’s health. Across the world, there are several coconut flour
products available in the market and people are starting to be aware of the
product. PT Kalbe Farma Tbk with the brand H2: Health and Happiness took the
initiative to launch the product (coconut flour) to provide the needs of health
conscious people so that they can use coconut flour for the betterment of their
health. However, the awareness of coconut flour in Indonesia is still low.
This study requires several theories of product, awareness, consumer
decision making, and future engagement. Data are collected to measure all the
variables affecting the purchase decision of Indonesian market, specifically health
conscious people, which is represented by Jakarta as the capital city of Indonesia.
Questionnaires are distributed with non- probabilistic method to 150 health
conscious people that are 25 years and above and in Class A-B in terms of social
economic status.
In conclusion, the existence of the product itself, as well as the benefit and
the usage of the product would be the first thing that influence the awareness of
the product. All of the positive benefits will help to attract the customer to get to
know the product so therefore, several actions could be done to increase the
awareness of the product. However, being aware of all the benefits does not
necessarily mean that people will decide to buy the product as there could be
several factors that affect the decision made by the customers. For instance:
personal, social, psychological, and cultural factors and preference. With this, the
recommendation of this study would be product availability, direct exposure to
the customers, education and information through advertisement, and further
studies with different theories and larger scope that could be done by the future
researchers.


Supervisor: Leonnard Ong