Online media exposure behavior and the decision-making process for Generation Y's Probiotics

Abstract

The study aims to study the online media exposure behavior and the decision-making process for Generation Y's Probiotics supplements. Quantitative Research was used   by survey research by collecting data at a specific time (Cross Sectional Study) using an online questionnaire, a sample used in a Generation Y study that purchased 300 Probiotics as a tool to collect data. The results showed that Generation Y, which used to buy Probiotics, was open to owned media online media. At the most frequent level (4.22) and there is a decision-making process to buy Probiotics, the most important level of information seeking (4.36). The relationship between generation Y’s overall online media exposure behavior and the decision-making process for Probiotics was found to correlate with two aspects of the purchasing decision-making process: the data-seeking side (r = 0.156) and the purchasing decision-making side (r = 0.135). When categorizing online media, it was found that the relationship between Generation Y's paid media behavior and the decision-making process for Probiotics was associated with the knowledge-seeking purchasing decision-making process (r = 0.128) for the relationship between Generation Y’s owned media behavior and the purchasing decision-making process. It was found to be associated with data pursuit (r = 0.170), purchasing decisions (r = 0.155) and post-purchase behavior (r = 0.121).