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All Journal Dinamika Akuntansi Keuangan dan Perbankan Jurnal Dinamika Hukum AJIE (Asian Journal of Innovation and Entrepreneurship) Jurnal Akuntansi Bisnis Humanis : Jurnal Ilmu-Ilmu Sosial dan Humaniora Jurnal Manajemen Indonesia Edumaspul: Jurnal Pendidikan Kosmik Hukum Dinamika Kerajinan dan Batik : MAJALAH ILMIAH MANAJEMEN Jurnal Dinamika Informatika (JDI) Jurnal Ilmiah Ekonomika & Sains Journal of Accounting Research, Organization and Economics (JAROE) Prosiding Seminar Nasional Pascasarjana Aspirasi : Publikasi Hasil Pengabdian dan Kegiatan Masyarakat Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Soedirman Law Review Jurnal Kemitraan Masyarakat
Sukirman Sukirman
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Implementasi Edukasi Kesehatan sebagai Strategi Pemasaran Produk Probiotik Melalui Media Sosial: Studi Kasus di PT Yakult Indonesia Persada Mafudah Mafudah; Adelia Rizkia Zalfa; Oktavia Ai Nur Kamaliya; Dian Kusumawati; Reza Abdul Kharis; Sukirman Sukirman
Jurnal Kemitraan Masyarakat Vol. 2 No. 3 (2025): September : Jurnal Kemitraan Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/jkm.v2i3.2133

Abstract

This study aims to analyze the implementation of health education as an integrated marketing strategy for probiotic products through social media at PT Yakult Indonesia Persada. Health education is increasingly recognized as a strategic approach in value-based marketing, where companies offer not only products but also knowledge and added value for consumer well-being. The research employed a qualitative descriptive method using field observation, interviews with marketing staff, and a literature review of related studies. The findings indicate that PT Yakult Indonesia Persada successfully incorporates health education into its marketing activities through the Yakult Lady program, school visits, health seminars, factory tours, and interactive digital content on social media platforms. These strategies have proven effective in raising consumer awareness of digestive health, strengthening brand image, and maintaining customer loyalty. The study highlights the crucial role of social media integration in reaching younger demographics, fostering engagement, and amplifying educational messages. The consistent delivery of educational content, supported by visual storytelling and personalized approaches, has contributed significantly to Yakult’s sustainable growth in the Indonesian probiotic market. Theoretically, this study enriches the discourse on digital marketing and health communication, while practically, it offers insights for companies seeking to align promotional strategies with consumer education and public health improvement.
Co-Authors Achadi Budi Santosa Adelia Rizkia Zalfa Alfian Pradana Baskoro Putra Ani Rusilowati Asri Karolina Azizah Mutiarani Dian Kusumawati Dimas Muhammad Fahrudin Egal Rismasita Enung Hasanah Eti Purwiyantiningsih Hani Krisnawati Herlina Herlina Icuk Rangga Bawono Kamal Kamal Kamariah Kamariah Kasidi Kasidi Khrisnoe Kartika Kristoforus Buku Lailatul Imtikhani Leny Marlina Mafudah Mafudah Muksinun Muksinun Ninik Dwi Atmini Norhidayah Norhidayah Nova Auliyatul Hazizah NUR ALAMSYAH Nurchayati Nurchayati Oktavia Ai Nur Kamaliya Oman Rusmana Reza Abdul Kharis Ria Adhi Pramesti Riyono Riyono Rudi Hartono Sirwan Sirwan Sri Hidayati Sulistyandari Sulistyandari Suyadi, Suyadi Tengku Nadira Azis Wiwik Yuni Hastuti Y. Sutomo