PENGARUH GAYA HIDUP SEHAT DAN SOCIAL MEDIA MARKETING TERHADAP NIAT BELI(Studi pada followers @herbalifeindonesiaofficial)

Abstract

The increasing number of people who are obese in adults makes a healthy lifestyle more attractive. This problem was used by the supplement company, Herbalife, to promote its products through social media. This research aimed to analyze and discuss the influence of a Healthy Lifestyle and Social Media Marketing on Purchase Intention. This study uses a nonprobability sampling method with judgmental sampling method. The number of samples in this study were 220 respondents where the selected respondents were Herbalife Indonesia Instagram followers and participated in a weight loss program. The measurement scale uses a rating scale. Data analysis uses multiple linear regression analysis tools. Distribution questionnaires are done online using google form. These results show that healthy lifestyles and social media marketing have a significant effect of purchase intention. The results also show that healthy lifestyle has a greater influence on purchase intention compared to social media marketing.

Keywords: healthy lifestyle; social media marketing; purchase intention.