Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Apriana, Dea
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Healthy Lifestyle and Marketing Strategy on Interest in Buying Healthy Instant Food in Generation Z: A Mediating Effect Analysis Apriana, Dea; Darmawan
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 3 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.3.05

Abstract

Purpose – This study aims to analyze the influence of marketing strategies and a healthy lifestyle on Generation Z's intention to buy Lemonilo healthy instant noodles. Design/Methodology/Approach – A quantitative research method was employed targeting Generation Z consumers who had seen Lemonilo's advertisements on social media. Data were collected from 151 respondents using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results indicate that marketing has a positive and significant influence on buying interest, demonstrating that creative and interactive digital communication strategies effectively attract attention and build closeness with consumers. Conversely, a healthy lifestyle does not have a direct positive effect on buying interest; however, marketing strategies successfully mediate the influence of a healthy lifestyle on consumer buying interest.  Originality/Value – This study highlights the mediating role of marketing strategies in bridging health-conscious lifestyles with actual purchase decisions among Generation Z, emphasizing the necessity for companies to effectively communicate specific health benefits in digital campaigns for healthy instant food products.
Co-Authors Darmawan