Popularize Healthy Food by Millennials Based on Technopreneurship

Abstract

The Covid-19 condition that has hit Indonesia since March 2020 has forced the government to impose social restrictions. Social restrictions have an impact on various businesses, especially small-scale businesses with limited capital. This condition also afflicts the Nutrition Student Association, the entrepreneurship section, Muhammadyah University Gresik. Since 2017, students have been learning while practicing the knowledge gained by producing healthy food. To overcome sales constraints, during Covid-19, entrepreneurship students popularized healthy food using digital technology, both through social media and online stores. To determine the effectiveness of the sales process, the writing team conducted research using AIDA (Attention, Interest, Desire, Action) analysis. The research approach uses quantitative and qualitative methods so that they can complement each other. Quantitative data were collected by distributing questionnaires to 60 respondents, namely consumers who buy healthy food. While quantitative data by conducting interviews with the chairman of the student association and members as actors selling healthy food. The results show that technology-based marketing, especially Instagram is the most widely used media by respondents in knowing the promotion of healthy food. In addition, Instagram is also the most effective media based on AIDA analysis with an average value of 3.82. Of the 4 AIDA steps, Action received the highest score with an average of 4.34. Quantitatively, AIDA plays a role in increasing product sales.