Paper Title
Analyzing the Customers Actual Buying Behavior of Healthy Instant Noodles in Indonesia

Abstract
This paper using mixed methodology research aims to analyse the customers actual buying behaviour towards healthy instant noodle in Indonesia. For this purpose, the researcher conducting research with sample Lemonilo customer in Indonesia, interviews were conducted with 10 customers who purchase Lemonilo for more than once in the last four weeks and survey data were collected from 296 customers who live in big cities in Indonesia through a structured questionnaire. Following the collected data, the researcher will analyse the data from respondents by using Partial Least Square - Structural Equation Model (PLS-SEM) and in examining the relation between dependent and independent variables, the researcher is performing the mediating test. Results have confirmed two factors (perceived value and subjective norms) influence the consumer attitude towards healthy instant noodle product. Meanwhile, purchase intention affected by attitude and actual buying behaviour is affected by purchase intention with three additional factors (i.e., promotion, taste, and availability). Further, the results showed that variable of Purchase Intention has a characteristic of full mediation for the independent variable of Perceived Value and Health Consciousness because it cannot directly influence the dependent variable of Actual Buying Behaviour. Keywords - Actual Buying Behavior, Healthy Instant Noodle, Indonesia, Purchase Intention, PLS-SEM, Qualitative, Quantitative.