THE INFLUENCE OF CONSUMER BEHAVIOR AND CONSUMER PERCEPTION OF SOCIAL MEDIA CONTENT ON PURCHASE INTENTION OF POWDERED BREAST MILK SERVICES

• Main Author: Mahendra Wibowo, Adi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83775
• Institution: Institut Teknologi Bandung

This study investigates the impact of consumer behavior and perception on the purchase intention of powdered breast milk services provided by Mengasihi. With the rapid growth of social media usage in Indonesia, particularly Instagram, businesses face new challenges and opportunities in digital marketing. Mengasihi, a company offering breast milk processing services, currently experiences low conversion rates despite high engagement on its social media platforms. This research aims to identify the key factors within consumer behavior and perception that influence mothers' purchase intentions. The study employs a mixed-method approach, combining qualitative insights from preliminary interviews with mothers and quantitative analysis of social media content and user interactions. Findings indicate that consumer preferences, such as short, informative videos and minimal text posts, significantly enhance user engagement and purchase intention. The preference for local models and interactive posts with giveaways further underscores the importance of cultural relevance and user involvement in shaping consumer perception. The results suggest that by aligning Instagram content with consumer preferences and enhancing the perceived value of social media interactions, Mengasihi can improve its conversion rates and achieve a more stable cash flow. This research provides practical recommendations for optimizing marketing strategies, emphasizing the importance of understanding consumer behavior and leveraging digital platforms effectively to drive business growth.