Pengaruh Strategi Marketing & Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food di Indonesia: Hit and Run or Sustainable Business

Penulis

  • Fitria Elva Syavita Sekolah Tinggi Manajemen PPM
  • Mohammad Hanif Sekolah Tinggi Manajemen PPM

DOI:

https://doi.org/10.33050/tmj.v8i2SP.2017

Abstrak

Penelitian ini merupakan penelitian deskriptif kuantitatif yang bertujuan untuk mengetahui apakah bisnis makanan sehat di Indonesia berpotensi untuk dilanjutkan atau tidak. Makanan sehat sendiri merupakan komponen makanan yang berdasarkan kajian ilmiah memiliki fungsi fisiologis tertentu di luar fungsi dasarnya, terbukti tidak berbahaya dan bermanfaat bagi kesehatan. Dimana usaha ini dilatarbelakangi oleh kesadaran masyarakat Indonesia akan semakin banyaknya penyakit berbahaya dan berisiko yang menyebabkan kematian di Indonesia semakin meningkat. Hal-hal yang terkait untuk memperkuat analisis terkait dengan perilaku konsumen seperti persepsi, kepribadian, motivasi, minat dan juga kebutuhan konsumen. Penelitian ini menggunakan kuesioner yang didistribusikan ke sampel yang dianggap tepat oleh peneliti. Hasil penelitian menunjukkan bahwa strategi pemasaran dan perilaku konsumen berdasarkan kebutuhan & juga motivasi sangat berpengaruh dalam kontinuitas bisnis makanan sehat di Indonesia. Jika masyarakat Indonesia tetap memprioritaskan keduanya, maka bisnis ini akan menjadi bisnis yang berkelanjutan.

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Unduhan

Diterbitkan

2023-07-26

Cara Mengutip

Elva Syavita, F., & Hanif, M. (2023). Pengaruh Strategi Marketing & Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food di Indonesia: Hit and Run or Sustainable Business. Technomedia Journal, 8(2 Special Issues), 205–220. https://doi.org/10.33050/tmj.v8i2SP.2017