Marketing Mix Analysis of Purchase Interest of GlycoBite Healthy Snacks among Diabetic Consumers

Ummu Muntamah; Setya Indah Isnawati; Riva Mustika Anugrah

doi:10.59890/ijmbi.v3i6.235

Authors

Ummu Muntamah University of Ngudi Waluyo
Setya Indah Isnawati University of Ngudi Waluyo
Riva Mustika Anugrah University of Ngudi Waluyo

DOI:

https://doi.org/10.59890/ijmbi.v3i6.235

Keywords:

Marketing Mix, Purchase Intention, Functional Food, Healthy Snack, Diabetes

Abstract

This study aims to analyze the influence of the marketing mix dimensions—product, price, place, and promotion—on consumer purchase intention toward GlycoBite, a functional healthy snack formulated for individuals with diabetes. A quantitative cross-sectional survey was conducted among 100 respondents in Semarang Regency using a structured questionnaire. Data were collected in 2025 and analyzed through univariate and bivariate statistical tests. The findings show that all marketing mix elements were positively perceived, and purchase intention was very high, with no significant differences across age, gender, or diabetes status except education (p<0.005). These results indicate that GlycoBite’s marketing strategy effectively stimulates consumer interest, implying strong commercial potential and the relevance of health-based promotional approaches for functional food products.

References

Aguinis, H., Vassar, M., Wayant, C., Wayant, C., & State, O. (2021). On reporting and interpreting statistical significance and p values in medical research Correspondence to : BMJ Evidence-Based Medicine, 26(2), 39–42.

Ahmed, S., Saad, A. T., Chowdhury, S. R., Sobhani, A., Hassan, S., & Islam, A. (2024). Impact of marketing mix elements on the brand equity of online food delivery services : an emerging economy perspective. Cogent Business & Management, 11(1).

Arzu Kabasakal Cetin, Beyza Aksaray, G. Sen. (2024). The role of food literacy and sustainable and healthy eating behaviors in ultra-processed foods consumption of undergraduate students. Food Quality and Preference, 119(105232), 1–14. https://doi.org/https://doi.org/10.1016/j.foodqual.2024.105232

Babagoli, M. A., Sivaramakrishnan, K., & Mechanick, J. I. (2021). Roles for community health workers in diabetes prevention and management in low- and middle-income countries O papel dos agentes comunitários de saúde na prevenção e manejo do diabetes em países de renda baixa e média Roles de trabajadores comunitarios en. Cad. Saúde Pública, 37(10), 1–14.

Balasubramanian, N., & Central, M. (2025). Market Accesibility and Consumer Choise : The Role Of Trnasportation Systems In Regional Industries. National Research Journal of Human Resource Management, 12(1), 85–94.

Calderon-monge, E. (2024). Labeling and consumer purchases. International Journal of Consumer Studies, 48(3), 1–12. https://doi.org/10.1111/ijcs.13056

Colaço, R., & Abreu, J. De. (2022). Exploring the role of accessibility in shaping retail location using space syntax measures : A panel-data analysis in Lisbon , 1995 – 2010. EPB: Urban Analytics and City Science, 0(0), 1–16.

Emperatriz, E., Escobar-farf, M., Esponda-perez, J. A., Gallardo-canales, R., Ruiz-andia, R., Fernandez-daza, V. M., & Zabalaga-davila, R. F. (2024). Purchase Intention of Healthy Foods : The Determinant Role of Brand Image in the Market of a Developing Country. Foods, 1–18.

Farid, S., Cavicchi, A., Rahman, M., & Barua, S. (2023). Assessment of marketing mix associated with consumer ’ s purchase intention of dairy products in Bangladesh : Application of an extended theory of planned behavior. Heliyon, 9(6), e16657.

Hajarisman, Nusar, M. H. (2023). Analisis Regresi dan Aplikasinya menggunakan SPSS. Universitas Islam Bandung.

Hamad Ghaleb Dailah. (2024). The Influence of Nurse-Led Interventions on Diseases Management in Patients with Diabetes Mellitus : Healthcare, 12(352), 1–17. https://doi.org/https://doi.org/10.3390/healthcare12030352

IDF. (2025). Diabetes Atlas (IDF Diabetes Atlas (ed.); 11th ed.). IDF diabetes atlas.

Kim, M. G., & Moon, J. (2025). The Impact of Nutritional Value on Consumer Attitudes and Repurchase Intentions : Price Fairness as a Moderator in the Cereal Market. Foods, 1–16. https://doi.org/https://doi.org/10.3390/foods14060938

Lie, B., Tjokrosaputro, M., Ariniputri, N., Krisnaputra, A., & Devotyasto, M. (2023). Factors Affecting Purchase Intention Of Healthy Drinks. International Journal of Application on Economics and Busines, 1(4), 2639–2649. https://doi.org/https://doi.org/10.24912/ijaeb.v1i4.2639-2649

Majumder, T., & Ray, N. (2025). The Role of Marketing Strategies and Trust in Shaping Consumer Behavior and Public Health Outcomes in the Street Food Sector : A PLS-SEM Approach. MDIM Journal of Management Review and Practice, 1–27. https://doi.org/10.1177/mjmrp.251374503

Misra, S., Pedada, K., & Sinha, A. (2022). A Theory of Marketing ’ s Contribution to Customers ’ Perceived Value. Journal of Creating Value, 1–22.

PERKENI. (2021). Pedoman pengelolaan dan pencegahan diabetes melitus tipe 2 dewasa di Indonesia. In PB PERKENI (1st ed.). PERKENI. www.ginasthma.org.

Pritha Bhandari. (2023). An Easy Introduction to Statistical Significance (With Examples). Scribbr.Com. https://www.scribbr.com/statistics/statistical-significance/?

Setianti, Y., Dida, S., Damayanti, T., & Priyatna, C. C. (2025). Social Sciences & Humanities Open Public perception of health information , treatment beliefs , and disease in Indonesia : Effective health promotion strategies. Social Sciences & Humanities Open, 11(2), 101639. https://doi.org/10.1016/j.ssaho.2025.101639

Silva, P., Lopes, F., & Ray, S. (2023). Nutrition and Food Literacy : Framing the Challenges to Health Communication. Nutrients, 15(22), 1–25.

Soonthornpipit, H., Kulawanich, A., Yoowattana, P., & Pongpeng, T. (2024). The Impact Of Marketing Mix and Perceived Value on Customer Decision-Making For Community Enterprise Products and Sustainable Developmnet in Singburi Province , Thailand. Journal of Lifestyle and SDGs Review, 5, 1–20.

Ummu Muntamah,Riva Mustika Anugrah,Setya Indah Isnawati, Anisa Puspitasari, N. N. S. (2025). Formulation Test and Hedonic Test of Snack Bars Made from Tomatoes and Red Beans as Healthy Snacks for DM Patients. Jurnal Gizi Kesehatan, 17(2), 180–185. https://doi.org/https://doi.org/10.35473/jgk.v17i2.847

WHO. (2024). Urgent action needed as global diabetes cases increase four-fold over past decades. WHO. https://www.who.int/news/item/13-11-2024-urgent-action-needed-as-global-diabetes-cases-increase-four-fold-over-past-decades

Yom-tov, E., Shembekar, J., Barclay, S., & Muennig, P. (2018). The effectiveness of public health advertisements to promote health : a randomized-controlled trial on 794 , 000 participants. Npj Digital Medicine, April, 1–6. https://doi.org/10.1038/s41746-018-0031-7