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Healthy Drink Marketing and Consumer Decisions: A Study of REJUVE

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

Author

Listed:
  • Ngurah Candradika Viari

    (Swiss German University)

  • Anthon Stevanus Tondo

    (Swiss German University)

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.

Suggested Citation

  • Ngurah Candradika Viari & Anthon Stevanus Tondo, 2024. "Healthy Drink Marketing and Consumer Decisions: A Study of REJUVE," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 657-666, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_44
    DOI: 10.2991/978-94-6463-585-0_44
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