FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM MEMBELI PRODUK MAKANAN SEHAT FORAYYA COOKIES (STUDI KASUS GERAKAN SAHABAT STUNTING)

PRADIKA, FACHRY RENDY (2021) FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN DALAM MEMBELI PRODUK MAKANAN SEHAT FORAYYA COOKIES (STUDI KASUS GERAKAN SAHABAT STUNTING). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the factors that influence consumers in buying healthy food Forayya Cookies. The population of this study is consumers who have purchased Forayya Cookies products through the Tokopedia and Shopee marketplaces, all Instagram and TikTok followers @forayya.id and @sahabatstunting and people who have seen advertisements/campaigns for the Gerakan Sahabat Stuntingt both on Instagram and on TikTok with a total sample of as many as 185 respondents. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that social media marketing, social marketing campaigns, ease of use and usefulness had a significant positive impact on purchasing decisions for healthy food Forayya Cookies. However, health consciousness does not have a positive effect on buying interest in healthy food Forayya Cookies. Theoretical and practical implications, researchers need to test the variables of buying interest and purchasing decisions with other variables and the NGO Berikan.id needs to pay attention to the use of appropriate social media and intensive promotions in increasing buying interest from consumers. The implications of this research are discussed in the article. Keywords: Social Media Marketing, Social Marketing Campaign, Health Consciousness, Ease of Use, Usefulness, Purchase Intention, Purchase Decision Penelitian ini bertujuan untuk untuk menganalisis faktor-faktor yang mempengaruhi konsumen dalam membeli makanan sehat Forayya Cookies. Populasi dari penelitian ini adalah konsumen yang pernah membeli produk Forayya Cookies melalui marketplace Tokopedia dan Shopee, seluruh followers Instagram serta TikTok @forayya.id dan @sahabatstunting serta masyarakat yang pernah melihat iklan/campaign Gerakan Sahabat Stunting baik di Instagram maupun di TikTok dengan jumlah sampel sebanyak 185 responden. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa social media marketing, social marketing campaign, kemudahan penggunaan dan manfaat memiliki dampak positif signifikan terhadap keputusan pembelian makanan sehat Forayya Cookies. Namun demikian, kesadaran kesehatan tidak memiliki pengaruh positif terhadap minat beli makanan sehat Forayya Cookies. Implikasi teoritis dan praktis, peneliti perlu melakukan pengujian variabel minat beli dan keputusan pembelian dengan variabel lain dan pihak NGO Berikan.id perlu memperhatikan penggunaan media social yang tepat serta promosi yang intensif dalam meningkatkan minat beli dari konsumen. Implikasi penelitian ini dibahas dalam artikel. Kata Kunci: Social Media Marketing, Social Marketing Campaign, Kesadaran Kesehatan, Kemudahan Penggunaan, Manfaat yang dirasakan, Minat Beli, Keputusan Pembelian

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