Pengaruh Strategi Marketing & Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food di Indonesia: Hit dan Run atau Sustainable

This research is a quantitative descriptive study that aims to find out whether the healthy food business in Indonesia has the potential to continue or not. Healthy food itself is a component of food that based on scientific studies has certain physiological functions beyond its basic function, proven harmless and beneficial to health. Where this effort is motivated by the awareness of the Indonesian people about the increasing number of dangerous and risky diseases that cause death in Indonesia is increasing. Related things to strengthen the analysis related to consumer behavior such as perception, personality, motivation, interests and also consumer needs. The study used questionnaires distributed to samples deemed appropriate by researchers. The results showed that marketing strategies and consumer behavior based on needs & motivations are very influential in the continuity of the healthy food business in Indonesia. If the Indonesian people continue to prioritize both, then this business will become a sustainable business.

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