Brewing Choices: How Brand Identity, Health Awareness, and Promotion Drive Purchase Decisions of Lamaza Gambir Leaf Tea
Keywords:
Brand Identity, Health Awareness, Promotion, Purchase DecisionAbstract
Abstract
Research aims:
Along with changes in people's consumption patterns towards a healthier direction, herbal-based products are increasingly in demand as a natural and healthy alternative choice. This research aims to determine the influence of brand Identity, health awareness, and promotion on the purchase decision of Lamaza Gambir Leaf Tea in Limapuluh Kota Regency, West Sumatra.
Design/Methodology/Approach:
The total sample in this study was 96 respondents who were selected using the purposive sampling method. The data was analyzed using the SPSS V.25 program.
Research findings:
The results show that brand Identity, health awareness, and promotion have a positive and significant effect on the purchase decision of Lamaza Gambir Leaf Tea. Brand Identity, health awareness, and promotion variables as a whole have an influence of 76.5% on the purchase decision.
Theoretical Contribution/Originality:
The theoretical contribution of this study lies in strengthening the understanding of consumer behavior in the context of local herbal beverage products, especially Lamaza Gambir Leaf Tea. This study provides a new contribution by integrating three variables into one analysis model for traditional plant-based products, which are still rarely discussed in the marketing literature.
Practical/Policy/Social Implications:
The finding that brand identity, health awareness, and promotion have a significant influence on purchasing decisions indicates that Lamaza Gambir Leaf Tea producers need to emphasize these three aspects in their marketing strategies.
Research Limitations/Implications:
To increase consumer appeal, producers should strengthen brand image, educate consumers about the health benefits of gambir tea, and run intensive and targeted promotions. The limitations of this study are the limited number of samples and variables.
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