| Summary: | The main objective of this paper is to examine the determinant of consumer buying behavior represented by attitude, family influences, Price conscious, and health conscious towards healthy products.
This study use primary data which is randomly distribute the 30 questionnaire to respondents as the main method of data collection. For data analysis, the researcher use SPSS 17.0
(Statistical Package for Social Science) to measure the result. The researcher use reliability test to measure the reliability of independence variables are significant or not towards dependent variables, F-test to measure at least one independent variables have significant relationship with dependent variables and statistic for hypotheses testing in examining relationship among variables. Based on the finding, it can be concluded that from 4 determinant of consumer buying behavior that has been examine to analyze the relationship towards healthy products, all the determinant of consumer buying behavior have no significant relationship towards healthy products.
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