PENGARUH BRAND AMBASSADOR, LITERASI KESEHATAN, DAN KEBUTUHAN ANAK TERHADAP KEPUTUSAN PEMBELIAN SUPLEMEN

Latar Belakang: Tingginya kesadaran preventif orang tua terhadap status gizi balita mendorong pencarian dukungan nutrisi tambahan melalui suplemen. Dalam memengaruhi keputusan konsumen, peran promosi melalui figur publik berinteraksi dengan pemahaman literasi kesehatan serta interpretasi ibu terhadap tanda-tanda kebutuhan anak yang mendesak. Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, literasi kesehatan, dan kebutuhan anak terhadap keputusan pembelian suplemen.
Metode: Jenis penelitian yang digunakan adalah non eksperimental dengan desain analitik cross-sectional yang dilakukan dengan menyebarkan kuesioner kepada 170 responden orang tua atau wali murid PAUD di Kecamatan Kemuning. Data dianalisis menggunakan uji statistik bivariat dan dilanjutkan dengan multivariat (regresi logistik).
Hasil: Hasil penelitian ini menunjukkan bahwa brand ambassador (p-value = 0,032), literasi kesehatan (p-value = 0,000), dan kebutuhan anak (p-value = 0,000) berpengaruh secara signifikan terhadap keputusan pembelian suplemen. Pengujian multivariat membuktikan bahwa variabel kebutuhan anak memiliki nilai koefisien Odds Ratio yang paling besar.
Kesimpulan: Brand ambassador, literasi kesehatan, dan kebutuhan anak berpengaruh secara signifikan terhadap keputusan pembelian suplemen anak. Di antara ketiga variabel tersebut, variabel kebutuhan anak merupakan faktor yang paling dominan memengaruhi keputusan pembelian suplemen.
Kata Kunci: brand ambassador, kebutuhan anak, keputusan pembelian, literasi kesehatan, suplemen

Background: The high preventive awareness of parents regarding the nutritional status of toddlers encourages the search for additional nutritional support through supplements. In influencing consumer decisions, the role of promotion through public figures interacts with health literacy and mothers' interpretations of the signs of their children's urgent needs. This study aims to analyze the effect of brand ambassadors, health literacy, and children's needs on supplement purchasing decisions.
Methods: This research is a non-experimental study with a cross-sectional analytical design, conducted by distributing questionnaires to 170 respondents who are parents or guardians of early childhood education (PAUD) students in Kemuning District. Data were analyzed using bivariate statistical tests and followed by multivariate analysis (logistic regression).
Results: The results of this study indicate that brand ambassadors (p-value = 0.032), health literacy (p-value = 0.000), and children's needs (p-value = 0.000) significantly affect supplement purchasing decisions. Multivariate testing proved that the children's needs variable has the highest Odds Ratio coefficient.
Conclusion: Brand ambassadors, health literacy, and children's needs have a significant effect on the purchasing decisions of children's supplements. Among the three variables, children's needs are the most dominant factor influencing supplement purchasing decisions.
Keywords: brand ambassador, children's needs, health literacy, purchasing decisions, supplements