THE STUDY OF EFFECT USING CROSS-PROMOTION IN SOCIAL MEDIA GYM TOWARDS PURCHASE INTENTION IN HEALTHY JUICE EL FARM

• Main Author: Nissa (19215048), Camilla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26190
• Institution: Institut Teknologi Bandung

In the last three years, Indonesia is one of the countries in Asia that has experienced an increase in awareness of healthy living. The percentage value of 73% of places in Indonesia states that healthy living is one of the number one issues addressed in the priorities of life. That means Indonesian society has started a healthy life by consuming healthy food and physical activity in the gym. By looking at these opportunities El Farm as a startup that has healthy juice products must take advantage of these opportunities, but these opportunities are not easy to achieve, El Farm has difficulty in promoting healthy juice to attract consumers in the gym. El Farm considers using cross-promotion marketing strategies. Cross-promotion is a strategy that can help companies to expand the market and reduce the cost of promotion less. <br /> <br /> The purpose of this research is to see the effect of cross-promotion in social media gym and purchase intention in healthy juice in El Farm company. Based on the results, researchers will design cross-promotion strategies to attract consumers' buying interest. This research was conducted in Bandung with 100 respondents who are aged 20-49 years and have status as students, active in social media, have activities in the gym and also consume healthy foods. Respondents fill out questionnaires with five-point Likert scale it is done to know what factors affect the variables. Cross promotion is defined as an independent variable and buying interest is defined as a dependent variable. This study uses a simple regression method to determine the effect of independent variables on the dependent variable. The results showed that cross-promotion has a positive effect on buying interest and influencing factors are suitable products. In addition to matching products, precise information, things that benefit companies and consumers, expanding markets and effectiveness should be considered.