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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Penelitian Pendidikan IPA (JPPIPA)
Zaky, Raihana Nanditha
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Education Materials Science & Nanotechnology Physics

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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.
Efektivitas Nudge dalam Pemasaran Produk Minuman Jamu di PT. Bhineka Rahsa Nuantara Zaky, Raihana Nanditha; Utami, Hesty Nurul
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 10, No 2 (2024): Juli 2024
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v10i2.14197

Abstract

Indonesia's wealth in the agricultural sector has resulted in many processed agricultural products, one of which is Jamu. Jamu is the health drink of choice because it is known for its more natural and safe benefits, especially during the Covid-19 pandemic. This condition opens up opportunities for Jamu to improve various sectors in Indonesia, especially in trade sector. Many companies use Jamu as their business process, one of which is Rahsa Nusantara. However, in marketing activities, sales are still relatively fluctuating and still rely on paid advertising, so more appropriate strategies are needed, such a nudge. There are several factors other than environmental aspects that can influence effectiveness nudge in selecting health products. For example, a person's behavior such as impulsivity, price sensitivity, decision-making style, and food choice motives. Therefore, this research explores the relationship between income and strategy nudge as well as shopping frequency with strategy nudge. Primary data was obtained from distributing questionnaires with a sample size of 92 obtained from the Slovin formula. The research results were then analyzed using descriptive statistical analysis methods and cross tabulation analysis. From this research, it was found that there is a relationship between shopping frequency and strategy nudge as well as income with strategy nudge.
Co-Authors Chandrasapth, Koblarp Dini Turipanam Alamanda Hesty Nurul Utami Sari, Dwi Novanda Sulistyodewi Nur Wiyono