Article Sidebar

Download
PDF
Statistic
Read Counter : 280 Download : 196

Main Article Content

Abstract

In Indonesia, up to 60% of people suffer from lactose intolerance therefore creating lactose-free milk by Milk Life is a vital option. However, despite its benefits, sales are not reaching the brand’s expectations, suggesting the Indonesian market is yet to be fully tapped. This research examines Milk Life's Instagram marketing strategies aimed at enhancing awareness and sales of its lactose-free milk product. Utilizing qualitative research methodology, particularly in-depth interviews for data collection and analysis, it investigates the efficacy of these marketing endeavors in educating consumers and influencing their purchasing behaviors. Upon data collection, the analysis is conducted manually, involving careful examination of interview results, linking them to research questions, and interpreting them in an interpretive manner. Results reveal a significant lack of awareness about lactose intolerance and Milk Life's products, attributed to the current digital marketing approach, which led to low purchase intentions. The study highlights an urgent need for better digital marketing strategies and communication to inform the Indonesian public about the advantages of lactose-free milk. Enhancing online visibility and education could improve market growth and meet the needs of lactose-intolerant individuals. This research emphasizes the role of targeted digital marketing to increase the reach and acceptance of lactose-free milk in Indonesia.

Keywords

Lactose Intolerance Lactose-Free Milk Social Media Marketing Brand Awareness Purchase Intention

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Herdian, R. B., Syafitri, M., & Fauzi, A. N. (2024). A Qualitative Content Analysis on MilkLife Instagram Towards Awareness of Lactose-Free Milk on Urban Indonesian Consumer. Ilomata International Journal of Social Science, 5(1), 220-236. https://doi.org/10.52728/ijss.v5i1.1073

References

  1. Adella, & Rukmini, E. (2021). Healthy diet social media campaign among indonesian college students. International Journal of Public Health Science, 10(3), 472–479. https://doi.org/10.11591/ijphs.v10i3.20842
  2. Adler, H., Lewis, M., Ng, C. H. M., Brooks, C., Leonardi, M., Mikocka-Walus, A., Bush, D., Semprini, A., Wilkinson-Tomey, J., Condous, G., Patravali, N., Abbott, J., & Armour, M. (2024). Social Media, Endometriosis, and Evidence-Based Information: An Analysis of Instagram Content. Healthcare (Switzerland, 12(1). https://doi.org/10.3390/healthcare12010121
  3. Alzahrani, A. (2022). Classification of Urban Spaces: An Attempt to Classify Al-Baha City Urban Spaces Using Carmona’s Classification. SAGE Open, 12(2). https://doi.org/10.1177/21582440221097892
  4. Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156. https://doi.org/10.31106/jema.v17i2.6916
  5. Barr, S. I. (2013). Perceived lactose intolerance in adult Canadians: A national survey. Applied Physiology, Nutrition and Metabolism, 38(8), 830–835. https://doi.org/10.1139/apnm-2012-0368
  6. Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122, 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025
  7. Catanzaro, R., Sciuto, M., & Marotta, F. (2021). Lactose Intolerance: Old and New Knowledge on Pathophysiological Mechanisms, Diagnosis, and Treatment. SN Comprehensive Clinical Medicine, 3, 499–509. https://doi.org/10.1007/s42399-021-00792-9/Published
  8. Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
  9. Denniss, E., Lindberg, R., & McNaughton, S. A. (2023). Nutrition-Related Information on Instagram: A Content Analysis of Posts by Popular Australian Accounts. Nutrients, 15(10). https://doi.org/10.3390/nu15102332
  10. Drummond, C., O’Toole, T., & McGrath, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247–1280. https://doi.org/10.1108/EJM-02-2019-0183
  11. Facioni, M. S., Dominici, S., Srl, E., Tarabella, A., & Apicella, A. (2022). A Survey on Consumers with Lactose Intolerance in Italy: Their Perception, Habits and Needs When Shopping for Groceries Blockchain Fostering Sustainability: Challenges and Perspectives View project Food Products Evolution. Innovation Drivers and Market Trends View Project. EC Nutrition, 17(9), 28–42.
  12. Garipoğlu, G., Ersoy, N., Gülşen, M., & Özgürtaş, T. (2022). Effect of lactose intolerance severity on food intake and quality of life in adults with lactose intolerance in Turkey. Journal of Health Research, 36(3), 533–540. https://doi.org/10.1108/JHR-12-2020-0617
  13. Goh, L. H., Said, R. M., & Goh, K. L. (2018). Lactase deficiency and lactose intolerance in a multiracial Asian population in Malaysia. JGH Open, 2(6), 307–310. https://doi.org/10.1002/jgh3.12089
  14. Harlon, A. (2019). Digital Marketing: Strategic Planning & Integration (M. Waters & Ed), Eds.). SAGE Publications Ltd.
  15. Ioanăs, E. (2014). Social Media and its Impact on Consumers Behavior. International Journal of Economic Practices and Theories, ue 2). www.ijept.org
  16. Kemp, S. (2023). Digital 2023: Indonesia — DataReportal – Global Digital Insights. DataReportal. https://datareportal.com/reports/digital-2023-indonesia
  17. Khoiriqadafi, M., & Purnamasari, O. (2023). The Influence of Indomaret Sales Promotion on Instagram on Purchasing Decisions (Survey of Followers of the @Indomaret Instagram Account. Indonesian Journal of Economic & Management Sciences, 1(5), 691–702. https://doi.org/10.55927/ijems.v1i5.6403
  18. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.
  19. Légeret, C., Lohmann, C., Furlano, R. I., & Köhler, H. (2022). Food intolerances in children and adolescents in Switzerland. European Journal of Pediatrics, 182(2), 867–875. https://doi.org/10.1007/s00431-022-04755-7
  20. Lolita, D., & Oktavianti, R. (2023). Persuasive Communication Messages on Beverage Products Through Uploading Educational Content On Instagram. International Journal of Application on Social Science and Humanities, 1(1), 880–888. https://doi.org/10.24912/ijassh.11.880-888
  21. McGruer, D. (2020). Dynamic Digital Marketing. John Wiley & Sons Ltd.
  22. Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Pearson Education Limited.
  23. Piratheepan, U., & Pushpanathan, A. (2013). Impact of Promotional Strategies on Brand Awareness  ; A Study on Milk Powder Brands in Nuwaraeliya District. IFRSA Business Review, 3(4), 268.
  24. Ponte, P. R. L., Medeiros, P. H. Q. S., Havt, A., Caetano, J. A., Cid, D. A. C., Prata, M. de M. G., Soares, A. M., Guerrant, R. L., Mychaleckyj, J., & Lima, A. Â. M. (2016). Clinical evaluation, biochemistry and genetic polymorphism analysis for the diagnosis of lactose intolerance in a population from northeastern Brazil. Clinics, 71(2), 82–89. https://doi.org/10.6061/clinics/2016(02)06
  25. Ramdan, A. M., Maulana, M. F., Ramdan, A. M., Maulana, M. F., Revinzky, M. A., Bisnis, A., Pasundan, U., & Padjajaran, M. U. (2022). Analisis Konten Marketing Media Sosial Titok Dalam Meningkatkan Brand Awareness Di Bittersweet By Najla. Jurnal Ilmu Administrasi Bisnis, 02(September 2022). https://doi.org/10.23969/bp.v4i02
  26. Saputra, J. J., & Pandrianto, N. (2023). Pengaruh Celebrity Endorser di Instagram terhadap Brand Image Erigo Store. Kiwari, 4(Desember 2023), 636–640. https://doi.org/10.24912/ki.v2i4.27251
  27. Shahid, Z., Hussain, T., & Zafar, F. (2017). The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01). https://doi.org/10.4172/2168-9601.1000223
  28. Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), 57–66. https://doi.org/10.21512/bbr.v13i1.7917
  29. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson Education Limited Edinburgh Gate. http://www.pearsonmylabandmastering.com
  30. Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV Alfabeta.
  31. Suryani, T., Fauzi, A. A., & Nurhadi, M. (2022). What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory. Asian Journal of Business and Accounting, 15(2), 247–279. https://doi.org/10.22452/ajba.vol15no2.9
  32. Syafira, R. (2023). Pengaruh Isi Konten Media Sosial Instagram Terhadap Brand Image Erigo. In MEDIALOG: Jurnal Ilmu Komunikasi.