Role of Lifestyle and Interactive Marketing to Organic Vegetables Intention to Buy in Palembang

DOI

10.2991/978-2-38476-220-0_8How to use a DOI?

Keywords

Urban Farming; Lifestyle; Interactive marketing; Intention to Buy

Abstract

Kampung Sayur Cempako is one of the residential areas that has been used as a tourism village that implements urban farming in Palembang City. Kampung Sayur Cempako was initially pioneered by Mr. Rudi Harsam by carrying out planting activities using hydroponic method on empty land which was originally used as a rubbish dump. Along with technological developments, there is trand changes where people use technology for information searching. Social media is one of the platforms that is widely used to search for information. One of the social media that is widely used is Instagram. People are starting to be influenced to change their lifestyle to be healthier because of the content that often appears on their Instagram social media. People are increasingly critical in making choices about what products to buy and consume. Based on previous studies, lifestyle is an important factor in describing how consumers make decisions about consuming food. The aim of this research is to see the influence of lifestyle or healthy lifestyle (health awareness, environmental attitudes, health balance) and interactive marketing (availability of information about products and promotions, customer service, community, Instagram display, ease of accessing available information) towards the intention to buy organic vegetables in Palembang. This research is a non-experimental quantitative research that data was taken from a survey conducted in one data collection. This research was conducted on 155 respondents using non-probability sampling technique. The research results show that lifestyle and interactive marketing are simultaneously and significantly able to predict (R2 = 0.54, P < 0.05) the intention to buy organic vegetables in Palembang City. In particular, ease of accessing available information, which is a form of interactive marketing, is the strongest predictor (B = 0.36, P < 0.05) in predicting intention to buy organic vegetables in Palembang City.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Markoni Badri
AU  - Frianka Anindea
AU  - Astika Ulfah Izzati
AU  - Fitriani Fitriani
AU  - Anggia Jesica Dati
AU  - Khalia Silvia Maisyarani
PY  - 2024
DA  - 2024/02/29
TI  - Role of Lifestyle and Interactive Marketing to Organic Vegetables Intention to Buy in Palembang
BT  - Proceedings of the 7th FIRST 2023 International Conference on Global Innovations (FIRST-T3 2023)
PB  - Atlantis Press
SP  - 58
EP  - 67
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-220-0_8
DO  - 10.2991/978-2-38476-220-0_8
ID  - Badri2024
ER  -