Citation:

William Juhadi, Prawira Fajarindra Belgiawan. "Understanding Awareness and Purchase Conversion Challenges of the 'Pilihan Lebih Sehat' Logo" International Research Journal of Economics and Management Studies, Vol. 4, No. 7, pp. 51-60, 2025.

Abstract:

This research examines the awareness and purchase conversion challenges associated with the 'Pilihan Lebih Sehat' (Healthier Choice) logo in Indonesia, which aims to promote healthier food choices. Through a mixed-methods approach that combines quantitative surveys, Choice-Based Conjoint analysis, and environmental scanning, the study identifies critical factors affecting consumer awareness of the logo and the conversion from awareness to actual purchase decisions. Research findings indicate moderate to high levels of logo awareness (mean score 5.68 out of 7), but with significant demographic variations and differences in recognition across product categories. Factors contributing to limited awareness include demographic variations in logo recognition, knowledge and education gaps, competing information on product packaging, and limited coverage of the product category. Factors inhibiting purchase conversion include concerns regarding trust and credibility related to the logo's health claims, visual and design factors, consumer segmentation, value perception gaps, category-specific variations in logo effectiveness, and implementation challenges for manufacturers. Based on these findings, comprehensive recommendations are proposed to enhance logo awareness and purchase conversion, including targeted demographic campaigns, enhanced visual identity, expanded product category coverage, educational campaigns, category-specific conversion strategies, enhanced credibility through transparency, retail activation programs, and e-commerce integration. This integrated approach acknowledges the complex factors influencing consumer behavior while providing practical strategies to enhance the 'Pilihan Lebih Sehat' logo's effectiveness as a tool for promoting healthier food choices in the Indonesian market.

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Keywords:

Healthier Choice Logo, Brand Awareness, Purchase Conversion, Nutrition Labeling, Consumer Behavior, Healthy Food Marketing, Indonesia.