Nowadays there is a new wave culture influences the market, which are youth, women and Netizen. Women play important role in decision-making. Indonesian women are considered as a potential market due to its population which 50% is women are approximately 110,313,129 people (Marketers 2011) which becomes attractive in the market, since women have their own desire and anxiety that touch to the product brand and values. Therefore, special recognition is essential to any group of women in order to make segmentation of the market, one can be explored is on the pregnancy milk product. Thus, milk producers enter niche market, which is mother will be. Hence, producers concern about the product features, promotion and price. Various products offered in the market and the competition is competitive enough. Therefore, this study is intended to measure how much marketing stimuli and consumer characteristic influence the purchasing intention on pregnancy milk.
Type of research used in this study is explanatory research to explain and see the relation of the independent variable marketing stimuli that consists of Product (X1), Promotion (X2), Price (X3) and Consumer characteristic (X4) towards the dependent variable purchasing intention (Y). The population for this research is Pregnant women in Bandung, and the sample is 100 by using convenience sampling. Data analysis used is path analysis.
This research result shows in coefficient path partially test, T-test > T-table (1.980). That means the variable product, promotion, price and customer characteristic together influence the purchasing intention. Furthermore, marketing stimuli and consumer characteristic is simultaneously influences the purchasing intention which resulted from the F-test>F-table (2.68). In addition, the coefficient determination (R Square) between marketing stimuli and customer characteristic toward purchasing intention is 0.576.
Marketing stimuli and consumer characteristic have an influence to purchase intention. The most influence factor from marketing stimuli is product feature.
Keywords: marketing stimuli, consumer characteristic, purchase intention, pregnancy milk