Difusi Inovasi Pemasaran Green Smoothie Factory dalam Menarik Minat Beli Konsumen

Abstract

This study discusses the diffusion of marketing communication innovations carried out by Green Smoothie Factory by using an educational strategy of plant based class sharing session programs, field trips, healthy living rooms, reviews from consumers and influencers and social media content applied to electronic word of mouth communication. e-WOM), personal selling, and social media marketing. The purpose of this study was to determine the diffusion of Green Smoothie Factory's marketing innovations by using educational strategies in attracting buying interest and educating consumers about healthy food. This study uses the theory of diffusion of innovation from Everret Rogers. The method used is descriptive qualitative. The results of this study indicate that marketing communication with educational strategies carried out by Green Smoothie Factory as a form of diffusion of marketing innovation through electronic word of mouth (e-WOM) communication, personal selling, and social media marketing is able to attract consumer buying interest in Pekanbaru City.