THESTUDYOFEFFECTUSINGCROSS-PROMOTIONIN SOCIALMEDIAGYMTOWARDSPURCHASEINTENTION ONHEALTHYJUICE FINALPROJECT By CamillaNissa 19215048 BachelorofEntrepreneurshipProgram SchoolofBusinessandManagement InstitutTeknologiBandung 2018 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian 2 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian THESTUDYOFEFFECTUSINGCROSSPROMOTIONINSOCIAL MEDIAGYMTOWARDSPURCHASEINTENTIONONHEALTHY JUICE CamillaNissa 19215048 FinalExaminationDate:August9 th ,2018 GraduationDate:October20 th ,2018 UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung,2018 Supervisor:RendraChaerudin,MM. ABSTRACT Inthelastthreeyears,IndonesiaisoneofthecountriesinAsiathathasexperiencedanincreasein awarenessofhealthyliving.Thepercentagevalueof73%ofplacesinIndonesiastatesthathealthylivingis thenumberoneissuesintheprioritiesoflife.ThatmeansIndonesiansocietyhasstartedahealthylifeby consuminghealthyfoodandphysicalactivityinthegym.Consumeahealthyjuiceisalsopartinhealthy lifestyles.Inthatcaseconsumersarebeginningtolookforpracticalthingstodrinkwithconsiderationof tasteandinnovation.Intheotherhand,thereisaproblemfacinginhealthyjuiceindustryinthe composition,hardtoexpandthemarket,hardtoreachaconsumer.Thancross-promotionisoneofthe marketingstrategiesthatcanbeusedtoattractcustomers,cross-promotionmarketingstrategyusually collaboratewithtwodifferentcompanies,withdifferentproductsanddifferentcustomers Thepurposeofthisresearchistoseetheeffectofcross-promotioninsocialmediagymandpurchase intentioninhealthyjuice.Basedontheresults,researchersdesigncross-promotionstrategiestoattract consumers'purchaseintention.ThisresearchwasconductedinBandungwith100respondentswhoare aged20-49yearsandhavestatusascollegestudents,activeinsocialmedia,haveactivitiesinthegymand alsoconsumehealthyfoods.Respondentsfilloutquestionnaireswithfive-pointLikertscaleitisdoneto knowwhatfactorsaffectthevariables.Crosspromotionisdefinedasanindependentvariableandpurchase intentionisdefinedasadependentvariable.Thisstudyusesasimpleregressionmethodtodeterminethe effectofindependentvariablesonthedependentvariable.Theresultsshowedthatcross-promotionhasa positiveeffectonpurchaseintentionandinfluencingfactorsaresuitableproducts.So,productfit,precise information,mutuallybeneficial,largemarketsandeffectivenessshouldbeconsidered. Keywords:Cross-Promotion,fitnesscenter,gym,healthyjuice,healthylifestyle,purchaseintention,social media 1 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian Thispagewasleftblankintentionally 2 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian PENGARUHMENGGUNAKANCROSS-PROMOTIONDISOSIAL MEDIAGYMTERHADAPMINATBELIDIJUSSEHAT CamillaNissa 19215048 TanggalLulusSidang:09Agustus2018 TanggalWisuda:20Oktober2018 ProgramSarjanaSekolahBisnisdanManajemen InstitutTeknologiBandung,2018 Pembimbing:RendraChaerudin,MM. ABSTRAK DalamtigatahunterakhirIndonesiamerupakansalahsatunegaradiAsiayangmengalamikenaikanakan kesadaranterhadaphidupsehat.Presentasenilaisebesar73%tempatdiindonesiamenyatakanbahwahidup sehatmerupakansalahsatuisunomorsatuyangdibahasdalamprioritaskehidupan.Ituartinyamasyarakat indonesiasudahmemulaihidupsehatdenganmengkonsumsimakanansehatdanberaktivitasfisikditempat gym.Mengkonsumsijusyangsehatjugamerupakanbagiandarigayahidupsehat.Dalamhalinikonsumen mulaimencarihal-halpraktisuntukdiminumdenganpertimbanganrasadaninovasi.Disisilain,adamasalah yangdihadapidalamindustrijussehatyaitudarikomposisi,sulituntukmemperluaspasar,sulituntuk menjangkaukonsumen.Promosisilangadalahsalahsatustrategipemasaranyangdapatdigunakanuntuk menarikpelanggan,strategipemasaranpromosisilangbiasanyaberkolaborasidenganduaperusahaanyang berbeda,denganprodukyangberbedadanpelangganyangberbeda Tujuanpenelitianiniuntukmelihatpengaruhpromosisilangdisosialmediagymdanminatbeliterhadapjus sehat.Berdasarkanhasil,penelitiakanmen-desainstrategipromosisilanguntukmenarikminatbelikonsumen. PenelitianinidilakukandiBandungdenganresponden100orangyangmempunyaiumur20-49tahundan ber-statussebagaiMahasiswa,aktifdisosialmedia,mempunyaikegiatanditempatgymdanjugamengkonsumsi makanansehat.RespondenmengisikuesionerdenganskalaLikertlimapoinhaltersebutdilakukanagarbisa mengetahuifaktorapasajayangmempengaruhivariabel.Promosisilangdidefinisikansebagaivariabel independendanminatbelididefinisikansebagaivariabeldependen.Penelitianinimenggunakanmetode Regresisederhanauntukmengetahuipengaruhvariabelindependenterhadapvariabeldependen.Hasil penelitianmenunjukanbahwapromosisilangmempunyaipengaruhpositifterhadapminatbelidanfaktoryang berpengaruhadalahprodukyangcocok.Selainprodukyangcocok,informasiyangjelas,halyang menguntungkanbagiperusahaandankonsumen,memperluaspasardanefektivitasharusdipertimbangkan. Keywords:Promosisilang,minatbeli,hidupsehat,socialmedia,gym,fitnesscenter. 3 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian Thispagewasleftblankintentionally 4 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian VALIDATIONPAGE THESTUDYOFEFFECTUSINGCROSS-PROMOTIONINSOCIAL MEDIAGYMTOWARDSPURCHASEINTENTIONONHEALTHY JUICE By: CAMILLANISSA IDNo:19215048 AFinalProjectinPartialFulfillment OftheRequirementfortheDegreeofBachelorofEntrepreneurship UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung 27July,2018 Approvedby __________________________ RendraChaerudin,MM. NIP.111000056 5 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian Thispagewasleftblankintentionally 6 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian FOREWORD First,IamgratefulforthepresenceofAllahSWT,forthegrace,Icanbegivenhealthand knowledgetocompletethisresearchontime.ThanksalottomysupervisorMr.Rendra ChaerudinMM,forhavingpatientlyguidedme,supportedmeindoingthisresearch.Also, Thankyouformyparents,AgusSopandiandDewiKania,alsomybrotherHaqiwhoalways prayingformeandhelpingmeinallcondition,thankstotheirsupportsinceIasanew studentinITB,untilIalreadyfinishmystudied. Ialsopresentmygratitudefor: 1.SintiaDianaPutriandKarinFadillaAgustinasmybestfriendsinceTPB.Thankyou forthememorywehavemadeforthreeyears. 2.AmaaniaRizkia,mybestfriendintheEntrepreneurshipprogram. 3.RheynaSinatrya,FirdhaRamashanti,LirihHartiniUtamiandNadiyaNovhaasmy strugglefriendtofinishthisresearchandalsoaccompanymetodoingthisresearch together. 4.IgretiaDiffaandRosaliaPristianiasmypartnerincrimeinLSS. 5.JuliaSiskaandNabillaTsabithaasmycheerfullfriend. 6.Forsomeone,thankyouforcoloringmyday,thankyouforgivingmesupport,thank youforunderstandingmeinallconditions,andthankyouforsharingthemoment withme.IHopemyAllahcanrepaysallyourkindness. 7.ZedRidloandFabiaZahraRazulaasmybusinesspartnerswhoaccompanymein2 yearsatEntrepreneurship 8.LSSITB2015.Thankyouforthevaluableexperiencegivenforthepast2years 9.NandaBaguswhohelpedmeinformattingthisfinalproject. 10.RosaReginathathashelpedmeinprocessingtheMSIdata. 11.FauzanNaufalRamadhanandNaufalNafianasmybusinesspartners,whoarealways givingmesupportfordoingthisresearch 7 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian . 12.AllofmyclassmateinEntrepreneurshipprogramwhoalwayscompactandsupport eachothertofinishthisresearch,thankyouforgivingastory,knowledgeand experienceinmylife. Hopefully,thisresearchcanbeuseful,especiallyformybusinessitselfandforreaders. Bandung,July2018 CamillaNissa 8 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian LISTOFCONTENTS ABSTRACT.............................................................................................................i ABSTRAK.............................................................................................................iii VALIDATIONPAGE..............................................................................................v FOREWORD.........................................................................................................vii LISTOFCONTENTS............................................................................................ix LISTOFFIGURES..............................................................................................xiv LISTOFTABLES.................................................................................................xv CHAPTER1............................................................................................................1 INTRODUCTION...................................................................................................1 1.1ResearchBackground 1 1.2ProblemStatement 4 1.3ResearchQuestion 5 1.4ResearchObjective 5 1.5ScopeandLimitation 5 1.6ResearchOutline 6 CHAPTER2............................................................................................................7 COMPANYPROFILE.............................................................................................7 2.1ElFarmCompanyProfile 7 2.2VisionandMission 7 2.2.1Vision......................................................................................................7 2.2.2Mission....................................................................................................7 2.3Product 8 2.4OrganizationalStructure 8 2.5BusinessModelCanvas 9 2.5.1CustomerSegment.............................................................................9 2.5.2ValueProposition.............................................................................10 9 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian 2.5.3Channels...........................................................................................10 2.5.4CustomerRelationship.....................................................................10 2.5.5KeyActivities..................................................................................10 2.5.6KeyResource...................................................................................10 2.5.7KeyPartner......................................................................................10 2.5.8CostStructure...................................................................................11 2.5.9RevenueStream...............................................................................11 2.6ProductionProcess 11 2.7Sales 11 2.8MichaelPorter’s5Forcesanalysis 11 2.8.1Threatofnewentrants(Low)...........................................................11 2.8.2Threatofsubtitutes(Medium).........................................................12 2.8.3Bargainingpowerofcustomer(Medium)........................................12 2.8.4Bargainingpowerofsupplier(LowtoMedium).............................12 2.8.5CompetitiveRivarly(High).............................................................12 CHAPTER3..........................................................................................................13 THEORITICALFOUNDATION..........................................................................13 3.1HealthyEatingTrend 13 3.2HealthyJuice 13 3.3Cross-promotion 14 3.4SocialMedia 14 3.5DimensionofCross-Promotion 15 3.6PurchaseIntention 17 3.7DimensionofPurchaseIntention 17 3.8PreviousStudy 17 3.9Researchframework 18 CHAPTER4..........................................................................................................19 10 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian METHODOLOGY ................................................................................................19 4.1ResearchDesign 19 4.2ResearchMethodology 19 4.3PreliminaryStudy 19 4.4DataCollection 20 4.4.1PrimaryData....................................................................................20 4.4.2SecondaryData................................................................................21 4.5Respondents 21 4.5.1Population........................................................................................21 4.5.2SamplingTechnique.........................................................................21 4.6ResearchInstrument.....................................................................................21 4.7ResearchMeasurementandVariable 22 4.8ValidityandReliability 25 4.8.1Validity.............................................................................................25 4.8.2Realibility.........................................................................................25 4.9Dataanalysismethod 25 4.9.1SPSS.................................................................................................25 4.9.2SimpleLinearRegression................................................................25 4.9.3DescriptiveAnalysis........................................................................25 CHAPTER5..........................................................................................................27 DATAANALYSIS.................................................................................................27 5.1DescriptiveAnalysis 27 5.1.1Respondent’sbasedonAge.............................................................27 5.1.2Respondent’sGender.......................................................................28 5.1.3Respondent’soccupation.................................................................28 5.1.4Domicileofrespondent’s.................................................................29 5.1.5Respondent’sspendingmoneyinonemonth...................................29 11 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian 5.1.6Kindofsocialmediausebyrespondent’s........................................30 5.1.7Rangetimeusingsocialmediainoneday.......................................30 5.2ValidityAnalysis 31 5.3RealibilityAnalysis 31 5.4AssumptionofRegression 32 5.4.1Normality.........................................................................................32 5.4.2Linearity...........................................................................................33 5.5SimpleLinearRegression 34 5.5.1CoefficientCorrelation(R)..............................................................34 5.5.2CoefficientofDetermination(R 2 )....................................................34 5.5.3SignificantofVariable.....................................................................35 5.5.4RegressionFunction.........................................................................35 5.6CrossPromotionDimensionAnalysis 36 5.6.1CrossPromotionDimensionAnalysisBasedonGender................37 5.6.2CrossPromotionDimensionBasedonAge.....................................38 5.6.3Crosspromotionanalysisbasedonoutcomepermonth..................39 5.7PurchaseIntentionDimensionAnalysis 40 5.7.1PurchaseIntentionDimensionAnalysisBasedonGender..............41 5.7.2Female...................................................................................................41 5.7.3Male.................................................................................................42 5.7.4PurchaseIntentionDimensionAnalysisBasedonAge...................42 5.7.5PurchaseIntentionanalysisbasedonoutcomepermonth...............43 5.8Kindofsocialmediathatcanusebyrespondents 45 5.8.1Bestsocialmediathatcanapplyincrosspromotion.......................45 5.9Designmodelimplementcrosspromotion 46 CHAPTER6..........................................................................................................48 CONCLUSIONANDRECOMMENDA TION.....................................................49 12 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian 6.1Conclusion 49 6.2Recommendation 49 6.3FurtherResearch..........................................................................................50 REFERENCE.........................................................................................................51 APPENDIX............................................................................................................55 APPENDIXA-QUESTIONNAIRE................................................................56 APPENDIXB-ANALYSISRESULT..............................................................62 APPENDIXC-RESULTOFINTERVIEW.....................................................68 13 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian LISTOFFIGURES Figure1.1ExampleofCroos-promotioninGo-Jek 3 Figure1.2ExampleofCross-promotionAndroid&Kitkat 4 Figure2.1ElFarmlogo 7 Figure2.2ElFarmOrganizationalStructure 8 Figure2.3ElFarmBusinessModelCanvas 9 Figure2.4ElFarmProductionProcess 11 Figure3.1Hypothesis 18 Figure3.2ResearchFramework 18 Figure4.1ResearchDesign 19 Figure5.1AgesChart 27 Figure5.2Gender'sChart 28 Figure5.3OccupationChart 28 Figure5.4DomicileChart 29 Figure5.5OutcomeChart 29 Figure5.6Kindsocialmediadiagram 30 Figure5.7Opensocialmediachart 30 Figure5.8ResultofRealibility 32 Figure5.9ResultofCronboach'sAlpha 32 Figure5.10Normality 32 Figure5.11Linearity 33 Figure5.13SimpleLinearRegression 34 Figure5.14SignificantofVariable 35 Figure5.15RegressionFunction 35 Figure5.16Resultcross-promotiondiagram 36 Figure5.17AgeDiagram 38 Figure5.18OutcomeDiagram 39 Figure5.19Purchaseintentiondiagram 40 Figure5.20Gender'sdiagrampurchaseintention 41 14 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian Figure5.21Agespurchaseintentiondimension 42 Figure5.22outcomediagram 43 Figure5.23KindSocialmediaDiagram 45 Thispagewasleftblankintentionally 15 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian LISTOFTABLES Table3.1DimensionofCross-promotion 15 Table3.2DimensionofPurchaseIntention 17 Table4.1ResearchMeasurementandVariable 22 16 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian Thispagewasleftblankintentionally 17 Koleksi digital milik UPT Perpustakaan ITB : Hanya dipergunakan di area kampus ITB untuk keperluan pendidikan dan penelitian CHAPTER1 INTRODUCTION 1.1ResearchBackground IndonesiaistheoneofacountryinAsiathathasnotexperiencedadeclineinthe healthindexandincreasedinthelastthreeyearsabouthealthitself(Ge,2017).The numberofdiseasesthatariseduetolackofmaintaininganunfavourablelifestyleis onereasonfortheincreasedawarenessofhealthyliving(KementrianKesehatan RepublikIndonesia,2017).Amount73%healthylifestyleisthenumberoneissuein thepriorityoflifeinIndonesia(Pernando,2015).Fromtheseresultsshowthatpeople inIndonesiabeganawareofhavingahealthylifestyleandbegantomakeitatrendin modernsociety(KoranSindo,2017).Inordertoachieveahealthylifetherearesome activitiesthatcanhelpingettingahealthitself,andGerakanMasyarakatHidup, SehatKementerianKesehatanRepublikIndonesiahassummarizedsomeofthese activities,suchasphysicalactivity,increasinghealthylifebehaviorbyconsuming fruitsandvegetables,consumeahealthyfoodsanddrinkandfromtheenvironment health(KementrianKesehatanRepublikIndonesia,2017).Somepeoplealsostartto followingaspecificdietarypatterntohaveahealthylife,becausediethasanessential roleinthepreventionofchronicdiseases,obesityandalsoincreasehealthandwelfare (Story,Kaphingst,&O’Brien,2008),besidesthattheywanttoadoptadietthatcan helpinvarioushealthproblems(Priherdityo,2016).