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All Journal Agrikultura Sosiohumaniora Jurnal Ilmu Sosial dan Humaniora Trikonomika: Jurnal Ekonomi Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat The Asian Journal of Technology Management (AJTM) Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis AdBispreneur Jurnal AGROSAINS dan TEKNOLOGI Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Jurnal Studi Manajemen dan Bisnis Jurnal Penelitian Pendidikan IPA (JPPIPA) Agrisocionomics: Jurnal Sosial Ekonomi Pertanian International Journal of Social Science and Business Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat Jurnal Dinamika Sosial Ekonomi Jurnal Agristan AGRITEKH (Jurnal Agribisnis dan Teknologi Pangan)
Hesty Nurul Utami
Departemen Sosial Ekonomi Pertanian Universitas Padjadjaran
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Journal : Jurnal Penelitian Pendidikan IPA (JPPIPA)

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Behavioural Insights into Digital Nudge Marketing: A Study of Consumer Behaviour and Digital Literacy in Healthy Food-Related Product Education Contexts Utami, Hesty Nurul; Zaky, Raihana Nanditha; Wiyono, Sulistyodewi Nur; Alamanda, Dini Turipanam; Sari, Dwi Novanda; Chandrasapth, Koblarp
Jurnal Penelitian Pendidikan IPA Vol 11 No 8 (2025): August
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i8.11872

Abstract

The jamu industry, the locally grown healthy beverage industry in Indonesia, embarks on the opportunity to support the consumer food lifestyle. This study examines a company producing Jamu products that uses a digital platform to market its offerings. Fluctuations in purchases have led the company to adopt a Nudge business strategy in its digital content marketing. This study surveys the role of digital nudges on consumers' purchase intentions and decisions regarding Jamu products. Nudging marketing proposes a selling technique by manipulating customer behaviour closer to the deal. This study applies a quantitative approach with a Partial Least Squares-based Structural Equation Modelling (SEM-PLS) method. Data collection techniques were conducted by surveying 124 customers of Jamu products manufactured by a Jamu company based in Bandung City. The results show that nudges do not directly influence purchasing decisions but significantly impact those decisions when mediated by purchase intention. This study contributes to digital marketing and consumer behaviour literature by providing insights into how nudging marketing can be strategically implemented to promote local and healthy food-related products in modern digital business environments.
Co-Authors Adi Nugraha Adi Nugraha Agriani Hermita Sadeli Andika, Alif Anggita Chaeriyah Anisa Puspitasari, Anisa Anita Cicilia Harimurti Ari Risdianto Azzahra, Naila Bobby Rachmat Saefudin Chaeriyah, Anggita Chandrasapth, Koblarp Diah Chaerani Dini Rochdiani Dini Turipanam Alamanda Eddy Renaldi Elfa, Muhammad Okiba Jauhari Elly Rasmikayati Endah Djuwendah Erna Rachmawati Eti Suminartika Faizah, Haura Nur Febiola, Audia Fiky Yulianto Wicaksono Gelda Amalia Hasanah, Gelda Amalia Gema Wibawa Mukti Gema Wibawa Mukti Gema Wibawa Mukti Gunardi Judawinata Hepi Hapsari Hilman, Nasywa Khairunnisa Iqbal Fauzi Akbar Firdaus Iwan Setiawan Julia, Anna Kamarulzaman, Nitty Hirawaty Kamilia, Nuri Kurniati, Dinar Mariam Lucyana Trimo, Lucyana Madasansa, Amienda Cahya Mahra Arari Heryanto Marsyain, Nada Tirtawati Mufti Helmi Mufti Helmi Muhammad Arief Budiman Nirmala, Shena Nadya Nuri Kamilia Nurrahman, Iqbal Nurseto, Hardian Eko Pandi Pardian Pratiwi, Putri Gita Putri, Rifa Fajriani Putro, Utomo Sarjono Qanti, Sara Ratna Rani Andriani Budi Kusumo Resti Arini Risma Muhamad Ramdani Rosyadilla, Assyifa Salsabila, Dita Nur Sari, Dwi Novanda Siallagan, Manahan Singgih, Saskia Firmani Sri Fatimah Sulistyodewi Nur Wiyono Tati Nurmala Tomy Perdana Trisna Insan Noor Tuti Karyani Yosini Deliana Zahra, Hanun Zaky, Raihana Nanditha Zumi Saidah