EVENT MARKETING: DAMPAKNYA TERHADAP PURCHASE INTENTION PADA BRAND TROPICANA SLIM: Survei Terhadap Peserta World Diabetes Day Bandung with Tropicana Slim 2023

Jidan Pratama Safari, - (2024) EVENT MARKETING: DAMPAKNYA TERHADAP PURCHASE INTENTION PADA BRAND TROPICANA SLIM: Survei Terhadap Peserta World Diabetes Day Bandung with Tropicana Slim 2023. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Jumlah kasus diabetes tipe 1 dan tipe 2 di Indonesia terus mengalami kenaikan menurut International Diabetes Federation (IDF), tetapi kesadaran masyarakat mengenai pola hidup sehat, terutama terkait diabetes, belum meningkat secara signifikan. Merek seperti Tropicana Slim, yang fokus pada makanan dan minuman sehat, memiliki peran penting dalam meningkatkan kesadaran tersebut. Namun, minat beli (purchase intention) terhadap produk Tropicana Slim pada pra-penelitian masih rendah. Penelitian ini mengusulkan penggunaan Event marketing sebagai solusi untuk meningkatkan Purchase Intention. Penelitian terdahulu menunjukkan adanya hubungan positif antara Event marketing dan Purchase Intention. Event marketing memungkinkan merek untuk menyampaikan pesan dan edukasi tentang gaya hidup sehat. Peningkatan Purchase Intention produk Tropicana Slim menunjukkan kemajuan kesadaran mengenai diabetes. Penelitian ini menggunakan acara "World Diabetes Day Bandung with Tropicana Slim 2023" sebagai subjek, dengan populasi 890 orang dan sampel 275 orang. Metode penelitian yang diterapkan adalah metode kuantitatif dengan desain kausal. Data dikumpulkan melalui kuesioner, wawancara, dan studi literatur. Hasil penelitian menunjukkan bahwa baik Event marketing maupun Purchase Intention Tropicana Slim berada pada kategori tinggi, dengan pengaruh positif antara keduanya. Indikator terendah pada Event marketing adalah Interaction, yang perlu diperbaiki, sementara indikator terendah pada Purchase Intention adalah Explorative Interest, yang perlu didorong agar konsumen lebih mencari informasi tentang produk. The number of type 1 and type 2 diabetes cases in Indonesia continues to rise according to the International Diabetes Federation (IDF). However, public awareness regarding healthy lifestyles, especially in relation to diabetes, has not significantly increased. Brands like Tropicana Slim, which focus on healthy food and beverages, play an important role in raising this awareness. Yet, the purchase intention for Tropicana Slim products at pre-research remains low. This study proposes using Event marketing as a solution to enhance Purchase Intention. Previous research indicates a positive relationship between Event marketing and Purchase Intention. Event marketing allows brands to communicate messages and educate about healthy lifestyles. An increase in Purchase Intention for Tropicana Slim products reflects progress in diabetes awareness. This study uses the "World Diabetes Day Bandung with Tropicana Slim 2023" event as its subject, with a population of 890 people and a sample size of 275 people. The research method applied is a quantitative method with a causal design. Data was collected through questionnaires, interviews, and literature studies. The results show that both Event marketing and Purchase Intention for Tropicana Slim are in the high category, with a positive influence between the two. The lowest indicator in Event marketing is Interaction, which needs improvement, while the lowest indicator in Purchase Intention is Explorative Interest, which needs to be encouraged so that consumers seek more information about the product.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Jidan+Pratama+Safari+2005477# ID SINTA Dosen Pembimbing Ayu Krishna Yuliawati: 5977407 Arief Budiman: 5992927
Uncontrolled Keywords: Event marketing, Purchase Intention, brand Tropicana Slim
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Jidan Pratama Safari
Date Deposited: 30 Sep 2024 04:56
Last Modified: 30 Sep 2024 04:56
URI: http://repository.upi.edu/id/eprint/125789

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