CD Skripsi

Difusi Inovasi Pemasaran Makanan Sehat Dalam Menarik Minat Beli Dan Mengedukasi Konsumen Di Kota Pekanbaru (Studi Kasus Komunikasi Pemasaran Di Green Smoothie Factory )

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People in Indonesia like to consume fast food so that it can cause obesity
problems. According to the Indonesian Ministry of Health's Basic Health Research
(Riskesdas) data in 2018, the prevalence of obesity in people aged 18 years and
over increased to 21.8 percent from the 2007 prevalence of only 10.5 percent. In
the city of Pekanbaru, there is a restaurant that sells food and drinks with a healthy
concept, namely the Green Smoothie Factory. Marketing communications used to
attract consumer buying interest use educational strategies as a process of diffusion
of innovation through electronic word of mouth (e-WOM), personal selling, and
social media marketing. Therefore, the authors are interested in seeing how
marketing communication with the diffusion of innovation through educational
activities carried out by Green Smoothie Factory.
The method used in this study is a qualitative method, with a descriptive
approach that is carried out by means of observation, interviews, and
documentation. The research subjects were 4 people who were selected using
purposive sampling technique. To analyze the research data, the author uses the
Hubberman interactive analysis technique. Then the technique of checking the
validity of the data is done by extending the participation and triangulation.
The results showed that in attracting consumer buying interest, Green Smoothie
Factory carried out marketing communications with the diffusion of innovation
through educational strategies intended to build public awareness of the
importance of healthy food for body health and how to consume it. Education as a
process of diffusion of healthy food innovation and new forms of marketing is
carried out through electronic word of mouth (e-WOM) which is carried out
through promotions by previous consumers, closest relatives, as well as influencers
and the community. Through personal selling, education is delivered through plantbased
class sharing sessions, field trips, and the Healthy Living Room program.
Furthermore, education delivered through the use of social media marketing is
carried out with photos and videos of social media content, captions, IGTV and live
Instagram

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.122 (0005)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2022

Deskripsi Fisik

x, 145 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.122 (0005)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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