THE IMPACT OF WOMAN EMPOWERMENT ADVERTISING TOWARD PURCHASE INTENTION OF CULINARY SOCIAL ENTERPRISE CUSTOMER

• Main Author: Adlina Ghassani, Aisyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75502
• Institution: Institut Teknologi Bandung

This study investigates the customer behavior and impact of a women's empowerment campaign on Eatzy Indonesia, a social enterprise in the food industry. The research addresses two key research questions: 1) How do customers respond to the women's empowerment campaign? and 2) What factors influence the campaign's impact on customer purchase intention? The findings reveal that Eatzy Indonesia's customers positively respond to the campaign, perceiving it as a valuable aspect of the brand that promotes gender equality and inclusivity. Femvertising plays a significant role in shaping consumer behavior and attracting customers who align with these values. Factors such as early purchase penetration, customer retention, food prices, portion size, and food taste influence the impact of the campaign on customer purchase intention. The study suggests leveraging the campaign as a unique selling proposition, building trust through transparency, consistently delivering high-quality food, considering food prices and portion sizes, and focusing on food taste to enhance the campaign's impact. However, it is important to note the limitations of the research, which primarily focuses on Eatzy Indonesia and its specific context. Future research can explore comparative studies between different types of food businesses and investigate the outcomes of femvertising campaigns in various business models and cultural contexts