ABSTRACT
A consumer's purchase intention towards a product is influenced by the information received and various other factors such as product packaging, consumer knowledge, endorser, and perceived value. The purpose of this study was to analyze the influence of various factors on the purchase intention of children's formula milk in the segment of millennial mothers. Samples were taken using a questionnaire to 232 mothers from the millennial circle and the technique for data analysis used was path analysis. Based on the results of hypothesis testing, there are two rejected hypotheses, namely consumer product knowledge's influence on purchase intentions and celebrity endorser's influence on perceived value. The factors that have the most influence on purchase intention are product packaging (0,195), celebrity endorsers (0,378), and perceived value (0,144).
