Healthy Drink Marketing and Consumer Decisions: A Study of REJUVE

Ngurah Candradika Viari and Anthon Stevanus Tondo ()
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Ngurah Candradika Viari: Swiss German University
Anthon Stevanus Tondo: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 657-666 from Springer

Abstract: 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.

Keywords: Purchase Decision; Consumer Behavior; Health Behavior Theory; Consumer Behavior Theory; Marketing Strategy (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_44

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