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

• Main Author: Nissa, Camilla
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80525
• 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 the number one issues in the priorities of life. That means Indonesian society has started a healthy life by consuming healthy food and physical activity in the gym. Consume a healthy juice is also part in healthy lifestyles. In that case consumers are beginning to look for practical things to drink with consideration of taste and innovation.In the other hand, there is a problem facing in healthy juice industry in the composition, hard to expand the market, hard to reach a consumer. Than cross-promotion is one of the marketing strategies that can be used to attract customers, cross-promotion marketing strategy usually collaborate with two different companies, with different products and different customers The purpose of this research is to see the effect of cross-promotion in social media gym and purchase intention in healthy juice. Based on the results, researchers design cross-promotion strategies to attract consumers' purchase intention. This research was conducted in Bandung with 100 respondents who are aged 20-49 years and have status as college 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 purchase intention 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 purchase intention and influencing factors are suitable products. So, product fit, precise information, mutually beneficial, large markets and effectiveness should be considered.