Perpustakaan Digital ITB

The rapid advancement in technology and the rising trend of a healthy lifestyle among Indonesians, especially following the COVID-19 pandemic, have significantly impacted consumer behaviour in purchasing healthy beverages. Despite these trends, Mayvit has experienced a discrepancy in sales performance between its online and offline channels, indicating a need to understand the underlying factors influencing customer decision-making processes in these environments. This research aims to identify these factors by adopting an explorative qualitative approach, utilising in-depth interviews to gather detailed insights. The study focuses on women aged 21-35 years old who are physically active and have purchased healthy beverage products both online and offline. A sample size of 6-10 participants, or until data saturation is reached, was used to ensure comprehensive coverage of the factors influencing their purchasing decisions. The findings reveal that online purchases are driven by convenience, social media influence, and the reliability of information, whereas offline purchases are influenced by trust in established brands, the ability to conduct physical quality inspections, and recommendations from friends and family. These insights contribute to the existing literature on consumer behaviour by providing a detailed understanding of the motivations and considerations of health-conscious female consumers in different purchasing environments. The study’s findings offer valuable implications for marketers and retailers in the healthy beverage industry, highlighting the need for tailored marketing strategies that address the specific preferences and behaviours of consumers in online and offline settings. Future research may expand on these findings by exploring other demographic groups and product categories, as well as the customers’ journey to further understand the diverse factors influencing consumer decision-making processes.