Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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Healthy Drink Marketing and Consumer Decisions: A Study of REJUVE

Authors
Ngurah Candradika Viari1, Anthon Stevanus Tondo1, *
1Swiss German University, Tangerang, Indonesia
*Corresponding author. Email: anthon.tondo@sgu.ac.id
Corresponding Author
Anthon Stevanus Tondo
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_44How to use a DOI?
Keywords
Purchase Decision; Consumer Behavior; Health Behavior Theory; Consumer Behavior Theory; Marketing Strategy
Abstract

This research aims to explore the correlation between the level of awareness of healthy food and healthy food marketing strategies with consumer purchasing decisions for healthy drink products offered by Re.juve Indonesia. This research uses quantitative research methods, with the Unit of Analysis being consumers or customers involved in purchasing healthy drink products from the Re.juve Indonesia company. The sample size used was 385 respondents. Respondents were selected using a non-probability sampling method with the criteria of having carried out at least one transaction with Re.juve Indonesia in the period 2018 to 2023. This research used SPSS to process data with data analysis techniques such as validity tests, reliability tests, classical assumption tests (normality tests, heteroscedasticity test, multicollinearity test), multiple linear regression, and hypothesis testing (f-test, t-test, coefficient of determination test). The result is that Healthy Food Awareness (HFA) and Healthy Food Marketing Strategy (HFMS) also make a significant contribution to Customer Purchase Decision (CPD). This shows the importance of considering several factors that influence consumer behavior and supports the hypothesis.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_44How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ngurah Candradika Viari
AU  - Anthon Stevanus Tondo
PY  - 2024
DA  - 2024/12/11
TI  - Healthy Drink Marketing and Consumer Decisions: A Study of REJUVE
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 657
EP  - 666
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_44
DO  - 10.2991/978-94-6463-585-0_44
ID  - Viari2024
ER  -