PENGARUH GAYA HIDUP SEHAT DAN INTERACTIVE MARKETING TERHADAP NIAT BELI QUAKER OATS
Abstract: Indonesian health
develop significantly in decades. This is partly due to the modern lifestyle is
not healthy, and followed by bad diet
cause decreasement of
people health. Quaker
applies the interactive marketing
in order to ease consumer in searching Quaker Oats’s information and
to build and
develop consumer purchace intention. Limitation of this study
is gymnasium member who care of heart
health and access the Quaker Oats website one time or more in age range 25-55
years old. The samples used as much as 80 people, using quota
sampling technique. The
research instrument that
used was a questionnaire, and
multiple linear regression
analysis. This study shows
the results, that
there is a
positive effect between healthy lifestyle and interactive
marketing towards purchase intention Quaker
Oats simultaneously. In
partially healthy lifestyle
not significant effect on purchase intention.
Penulis: MUHAMMAD SYAIFULLOH, SRI
SETYO IRIANI
Kode Jurnal: jpmanajemendd131025
