The The Role of Purchase Intention as a Mediator in the Relationship Between Healthy Lifestyle and Social Media Marketing on the Purchase Decision of Pawon Ibun’s Tempe Broth Products
Abstract
This study is grounded in the increasing public awareness of healthy lifestyles in the post-pandemic era. On the other hand, social media platforms such as Instagram hold significant potential in influencing consumer behavior toward healthy products. However, the sales of Kaldu Tempe have shown a substantial decline despite its alignment with healthy lifestyle values. This study aims to: (1) identify the consumer characteristics of Kaldu Tempe Pawon Ibun; (2) analyze the relationship between healthy lifestyle and social media marketing on the purchase decision of Kaldu Tempe Pawon Ibun; and (3) examine the mediating role of purchase intention in the relationship between healthy lifestyle and social media marketing on the purchase decision of Kaldu Tempe Pawon Ibun. The research employed a quantitative explanatory approach with a sample size of 100 respondents. Descriptive statistics were used to address the first objective, while Structural Equation Modeling with Partial Least Squares (SEM-PLS) using SmartPLS 4 software was utilized to address the second and third objectives. The results indicate that adopting a healthy lifestyle significantly influences purchase decisions, both directly and indirectly through purchase intention. Social media marketing plays a critical role in fostering purchase intention, which in turn affects consumer decision-making, even though it does not have a direct impact on the purchase itself. These findings underscore the crucial role of purchase intention as a bridge between promotional efforts and consumer actions. This study provides strategic implications for micro, small, and medium enterprises (MSMEs) in designing promotional content that aligns with healthy lifestyle values to enhance consumer purchase intention and decisions.
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References
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Limbong, W. S., Girsang, M. L., & Panggabean, R. D. (2020). Sosialisasi Gaya Hidup Sehat pada Masa Pandemi Covid-19 di Panti Asuhan Talenta Delpita di Medan. Jurnal Abdimas Mutiara, 1(2), 199–205. https://e-journal.sari-mutiara.ac.id/index.php/JAM/article/view/1491
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Romano, M. A. (2025). Understanding the Influence of Healthy Food Options on Consumer Buying Behavior in Naga City. Cognizance Journal of Multidisciplinary Studies, 5(2), 130–151. https://doi.org/10.47760/cognizance.2025.v05i02.010
Rumapea, E., Roessali, W., & Prasetyo, E. (2022). Analysis of Consumer Attitudes and Preferences to Banana Purchase Decisions in The Traditional Market of Semarang City. Jurnal Sosial Ekonomi Dan Kebijakan Pertanian, 6(1), 94–104. https://doi.org/10.14710/agrisocionomics.v6i1.8364
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Saputra, A. W. T., & Sari, N. R. (2022). Pengaruh Pengalaman dan Trend terhadap Keputusan Pembelian Produk Apparel Motor “Prostreet” di Tokopedia. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 740–762.
Sari, L. (2021). Pengaruh Gaya Hidup Sehat Dan Motivasi Terhadap Keputusan Pembelian Produk Herbalife Klub Jojo Bugar Di Kota Duri [Universitas Islam Riau]. http://repository.uir.ac.id/id/eprint/12976
Selvia, D., & Deliana, Y. (2022). Pengaruh Social Media Marketing Melalui Instagram terhadap Keputusan Pembelian Sayur Organik di Warung 1000 Kebun Bandung. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 8(2), 1476–1486.
Solimun, Fernandes, & Nurjannah. (2017). Metode statistika multivariat pemodelan persamaan struktural (sem) pendekatan warppls. UB Press.
Sukmawati, N., & Ekasasi, R. (2020). Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Produk Makanan Sehat Soyjoy. CAKRAWANGSA BISNIS, 1(1). http://journal.stimykpn.ac.id/index.php/cb
Sukmawati, N., Ekasasi, R., Ilmu, S. T., Ykpn, M., & -Indonesia, Y. (2020). Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Produk Makanan Sehat Soyjoy. 1(1). http://journal.stimykpn.ac.id/index.php/cb
Sumarwati, M., Mulyono, W. A., Nani, D., Swasti, K. G., Abdilah, H. A., Jenderal, U., & Purwokerto, S. (2022). Pendidikan Kesehatan tentang Gaya Hidup Sehat Pada Remaja Tahap Akhir. In Jurnal Pengabdian Kepada Masyarakat (Vol. 5, Issue 1). http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas
Taan, H., Lesmana Radji, D., Rasjid, H., & Indriyani. (2021). Social Media Marketing untuk Meningkatkan Brand Image. SEIKO : Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). The Effect of Social Media Marketing on The Purchase Decision of Kooka Coffee Products Using Brand Image as A Mediation Variable. Agricultural Socio-Economics Journal, 22(3), 223–232. https://doi.org/10.21776/ub.agrise.2022.022.3.9
Wahid, R. M. (2021). Perbandingan Interaksi Konten pada Instagram Feed dan Cerita Instagram: Optimasi Pemasaran Media Sosial untuk Bisnis. Prosiding Seminar Ilmiah Sistem Informasi Manajemen Dan Akuntansi, 1(1), 1–12. https://doi.org/10.35912/SISIMA.V1I1.1
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior As An Outcome Of Social Media Marketing: The Role Of Social Media Marketing Activity And Customer Experience. Sustainability (Switzerland), 13(189), 1–18. https://doi.org/10.3390/SU13010189
Agustina, S. (2020). Analisis Faktor Gaya Hidup Sehat dan Social Media Marketing terhadap Niat Beli Pada Followers Instagram Herbalife Indonesia. In Jurnal Ilmu Manajemen (JIM) (Vol. 8, Issue 1).
Amri, S., & Prihandono, D. (2019). Influence Lifestyle, Consumer Ethnocentrism, Product Quality on Purchase Decision through Purchase Intention. Management Analysis Journal, 8(1), 25–38. https://doi.org/10.15294/MAJ.V8I1.26057
Anjardiani, L., Azis, Y., & Norarifin, T. (2023). Perilaku Konsumen terhadap Keputusan Pembelian Sayur Masyarakat Daerah Pinggiran Sungai di Kabupaten Banjar. Prosiding Seminar Nasional Lingkungan Lahan Basah, 8, 50–58.
Anuang, P. W., Dyah, P., & Korry, P. (2020). Pengaruh Adopsi Teknologi dan Social Media Marketing Terhadap Minat Beli Serta Dampaknya Terhadap Keputusan Pembelian (Studi Pada Perusahaan Niluh Djelantik). TIERS Information Technology Journal, 1(1), 25–32. https://journal.undiknas.ac.id/index.php/tiers/article/view/2478
Ateta, E., Susrusa, K. B., & Arisena, G. M. K. (2021). The Relation Analysis of Marketing Mix and Customer Purchase of Coffee in Malabar Mountain Café in Bogor City. Agrisocionomics: Jurnal Sosial Ekonomi Pertanian, 5(1), 168–183. https://doi.org/10.14710/agrisocionomics.v5i1.8860
Boky, G. R., & Massie, J. D. D. (2015). Pengaruh Faktor Internal Dan Faktor Eksternal Konsumen Terhadap Keputusan Pembelian Smartphone Merek Samsung Berbasis Android di Fakultas Ekonomi dan Bisnis Unsrat. 3(3), 595–606.
Cahyarani, I. (2018). Pengaruh Gaya Hidup Sehat, Sikap Konsumen dan Persepsi Harga terhadap Niat Pembelian Produk Makanan Organik. Jurnal Manajemen Bisnis Indonesia (JMBI), 7(3), 294–301. https://journal.student.uny.ac.id/index.php/jmbi/article/view/12921
Chandra, F., & Pranatasari, F. D. (2018). Pengaruh Gaya Hidup dan Promosi Terhadap Keputusan Pembelian Produk Health Enterprise. Jurnal Performa : Jurnal Manajemen Dan Start-up Bisnis, 3(2), 260–269. https://doi.org/10.37715/JP.V3I2.688
Diyah, I. A., & Wijaya, T. (2017). Determinant Factors Of Purchase Intention On Green Product. Jurnal Aplikasi Manajemen, 15(1), 54–62. https://doi.org/10.18202/JAM23026332.15.1.07
Duryadi. (2021). Metode Penelitian Ilmiah Metode Penelitian Empiris Model Path Analysis Dan Analisis Smartpls.
Gunelius, Susan. (2011). 30-Minute Social Media Marketing : Step-By-Step Techniques To Spread the Word About Your Business Fast and Free.
Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian. Konsep dasar dan Aplikasi Program Smart PLS 3.2.8 dalam Riset Bisnis (1st ed.). PT Inkubator Penulis Indonesia.
Khan, G., & Khan, F. (2019). Ascertaining the “Halalness” of restaurants – scale development and validation. Journal of Islamic Marketing, 10(2), 426–439. https://doi.org/10.1108/JIMA-04-2018-0067
Kharisma, L., & Hutasuhut, S. (2019). Peran Mediasi Minat Beli pada Pengaruh Brand Ambassador dan Kualitas Produk terhadap Keputusan Pembelian. https://jurnal.unimed.ac.id/2012/index.php/niagawan/article/view/15579
Kotler & Keller. (2016). Marketing Management . England: Pearson Global Edition (15th ed.). In Marketing Management.
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh Social Media Marketing, Brand Awareness terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening Pada J.CO Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152–159. https://doi.org/10.14710/JIAB.2018.20968
Kusherawati, A. P., Isaskar, R., & Dewi, H. E. (2023). Pengaruh Pemasaran Media Sosial Instagram terhadap Minat Beli dan Keputusan Pembelian dengan Brand Trust sebagai Variabel Moderasi. Jurnal Dinamika Sosial Ekonomi, 24(1), 55–68. https://doi.org/10.31315/JDSE.V24I1.9565.G5521
Lee, H. J., & Yun, Z. S. (2015). Consumers’ Perceptions of Organic Food Attributes and Cognitive and Affective Attitudes as Determinants Of Their Purchase Intentions Toward Organic Food. Food Quality and Preference, 39, 259–267. https://doi.org/10.1016/J.FOODQUAL.2014.06.002
Limbong, W. S., Girsang, M. L., & Panggabean, R. D. (2020). Sosialisasi Gaya Hidup Sehat pada Masa Pandemi Covid-19 di Panti Asuhan Talenta Delpita di Medan. Jurnal Abdimas Mutiara, 1(2), 199–205. https://e-journal.sari-mutiara.ac.id/index.php/JAM/article/view/1491
Luh, N., Okadiani, B., Wayan, N., Mitariani, E., & Imbayani, G. A. (2019). Pengaruh Green Product dan Social Media Marketing terhadap Keputusan Pembelian Produk Pada PT. Sensatia Botanicals. JUIMA : JURNAL ILMU MANAJEMEN, 9(1). https://doi.org/10.36733/JUIMA.V9I1.473
Nugraha, J. putri, Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Rosmawati, Ms., Fathihani, Ms., Johannes, R., Kristia, Batin, M. H., Lestari, W. J., Khatimah, H., & Beribe, M. F. B. (2021). Teori Perilaku Konsumen. PT NEM.
Nur, A., Pratama, I., Prasetyo, E., & Setiawan, B. M. (2021). Factors Influencing the Purchasing Decision of Crystal Guava. SOCA: Jurnal Sosial Ekonomi Pertanian, 15(3), 609–621. https://doi.org/10.24843/SOCA.2021.V15.I03.P17
Nurlelawati, E., Sulastriningsih, K., & Umami, R. (2019). Hubungan Antara Sumber Informasi, Uang Saku Dengan Perilaku Gaya Hidup Sehat Mahasiswi Tingkat Tiga Prodi DIII Kebidanan Universitas MH Thamrin Jakarta Timur. Journal Educational of Nursing, 2(2), 1–6. https://ejournal.akperrspadjakarta.ac.id
Othysalonika, Muhaimin, A. W., & Faizal, F. (2022). Pengaruh Social Media Marketing terhadap Minat dan Keputusan Pembelian Konsumen pada Usaha Makanan Sehat di Kota Malang. Jurnal Ekonomi Pertanian Dan Agribisnis, 6(3), 1134. https://doi.org/10.21776/ub.jepa.2022.006.03.32
Prakosa, A., Wulandari, L., & Sudaryana, A. (2024). Consumer Intention to Purchase Organic Ice Cream: How Health Awareness and Product Knowledge Support SDG 3 on Good Health and Well-Being. Journal of Lifestyle and SDGs Review, 4(3), 1–17. https://doi.org/10.47172/2965-730X.SDGsReview.v4.n03.pe02143
Rinaldi, A., & Santoso, S. B. (2018). Analisis Pengaruh Kualitas Informasi, Kualitas Sistem Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi pada Pelanggan Traveloka di Kota Semarang). Diponegoro Journal of Management, 7(2), 1–14. https://doi.org/10.2/JQUERY.MIN.JS
Riyanto, S., & Hatmawan, A. (2020). Metode riset penelitian kuantitatif penelitian di bidang manajemen, teknik, pendidikan dan eksperimen.
Romano, M. A. (2025). Understanding the Influence of Healthy Food Options on Consumer Buying Behavior in Naga City. Cognizance Journal of Multidisciplinary Studies, 5(2), 130–151. https://doi.org/10.47760/cognizance.2025.v05i02.010
Rumapea, E., Roessali, W., & Prasetyo, E. (2022). Analysis of Consumer Attitudes and Preferences to Banana Purchase Decisions in The Traditional Market of Semarang City. Jurnal Sosial Ekonomi Dan Kebijakan Pertanian, 6(1), 94–104. https://doi.org/10.14710/agrisocionomics.v6i1.8364
Sanjaya, yefta C. A., & Wisnubrata. (2022). 49 Persen Orang Indonesia Prioritaskan Kesehatan ketimbang Pekerjaan. Kompas. https://lifestyle.kompas.com/read/2022/08/02/135445920/49-persen-orang-indonesia-prioritaskan-kesehatan-ketimbang-pekerjaan?page=all#google_vignette
Saputra, A. W. T., & Sari, N. R. (2022). Pengaruh Pengalaman dan Trend terhadap Keputusan Pembelian Produk Apparel Motor “Prostreet” di Tokopedia. Jurnal Pendidikan Dan Kewirausahaan, 10(3), 740–762.
Sari, L. (2021). Pengaruh Gaya Hidup Sehat Dan Motivasi Terhadap Keputusan Pembelian Produk Herbalife Klub Jojo Bugar Di Kota Duri [Universitas Islam Riau]. http://repository.uir.ac.id/id/eprint/12976
Selvia, D., & Deliana, Y. (2022). Pengaruh Social Media Marketing Melalui Instagram terhadap Keputusan Pembelian Sayur Organik di Warung 1000 Kebun Bandung. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 8(2), 1476–1486.
Solimun, Fernandes, & Nurjannah. (2017). Metode statistika multivariat pemodelan persamaan struktural (sem) pendekatan warppls. UB Press.
Sukmawati, N., & Ekasasi, R. (2020). Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Produk Makanan Sehat Soyjoy. CAKRAWANGSA BISNIS, 1(1). http://journal.stimykpn.ac.id/index.php/cb
Sukmawati, N., Ekasasi, R., Ilmu, S. T., Ykpn, M., & -Indonesia, Y. (2020). Pengaruh Gaya Hidup, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Produk Makanan Sehat Soyjoy. 1(1). http://journal.stimykpn.ac.id/index.php/cb
Sumarwati, M., Mulyono, W. A., Nani, D., Swasti, K. G., Abdilah, H. A., Jenderal, U., & Purwokerto, S. (2022). Pendidikan Kesehatan tentang Gaya Hidup Sehat Pada Remaja Tahap Akhir. In Jurnal Pengabdian Kepada Masyarakat (Vol. 5, Issue 1). http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas
Taan, H., Lesmana Radji, D., Rasjid, H., & Indriyani. (2021). Social Media Marketing untuk Meningkatkan Brand Image. SEIKO : Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1268
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). The Effect of Social Media Marketing on The Purchase Decision of Kooka Coffee Products Using Brand Image as A Mediation Variable. Agricultural Socio-Economics Journal, 22(3), 223–232. https://doi.org/10.21776/ub.agrise.2022.022.3.9
Wahid, R. M. (2021). Perbandingan Interaksi Konten pada Instagram Feed dan Cerita Instagram: Optimasi Pemasaran Media Sosial untuk Bisnis. Prosiding Seminar Ilmiah Sistem Informasi Manajemen Dan Akuntansi, 1(1), 1–12. https://doi.org/10.35912/SISIMA.V1I1.1
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior As An Outcome Of Social Media Marketing: The Role Of Social Media Marketing Activity And Customer Experience. Sustainability (Switzerland), 13(189), 1–18. https://doi.org/10.3390/SU13010189
Published
2025-07-30
How to Cite
SANI, Evina Nahdiya et al.
The The Role of Purchase Intention as a Mediator in the Relationship Between Healthy Lifestyle and Social Media Marketing on the Purchase Decision of Pawon Ibun’s Tempe Broth Products.
SOCA: Jurnal Sosial Ekonomi Pertanian, [S.l.], v. 19, n. 2, p. 121-136, july 2025.
ISSN 2615-6628.
Available at: <https://ojs.unud.ac.id/index.php/soca/article/view/126889>. Date accessed: 31 oct. 2025.
doi: https://doi.org/10.24843/SOCA.2025.v19.i02.p05.
Section
Articles
