Pattern of Heath Food Advertising Sheet on Purchase Decision Behavior of Consumers.

Abstract

The purpose of this research was to To determine the principles of designing healthy food billboard designs It is a quantitative research. (Quantitative Research), with a sample of 200 people who were obtained from the Convenience Sampling method, with the validity of the health food billboard model evaluation on consumer purchasing behavior (α). The research tool was evaluated and analyzed the data collected from questionnaires using descriptive statistics consisting of percentage, mean, standard deviation. The result of this research found out the design pattern on the health food advertising sheet does have effects on consumers' purchasing behavior. The vertical solid green lines across the sheet forming unbalanced, yet unified spaces that grows increasingly wider in the middle of the sheet, coupled with a reasonable size of product image placed on the lower right side of the paper clearly exhibits the temptation of relaxation and instant gratification towards the product. In essence, this sheet has the capability to invoke a certain sense of favor in consumers so that they are more likely to buy this product. This finding was suitable to analyze the buying behavior of health food created from the invisible consumer thinking process. Moreover, this finding can apply in marketing strategy and advertising to get successful in the sustainable marketing process.