The Influence of Healthy Lifestyle and Marketing Strategy on Interest in Buying Healthy Instant Food in Generation Z: A Mediating Effect Analysis

Purpose – This study aims to analyze the influence of marketing strategies and a healthy lifestyle on Generation Z's intention to buy Lemonilo healthy instant noodles. Design/Methodology/Approach – A quantitative research method was employed targeting Generation Z consumers who had seen Lemonilo's advertisements on social media. Data were collected from 151 respondents using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings – The results indicate that marketing has a positive and significant influence on buying interest, demonstrating that creative and interactive digital communication strategies effectively attract attention and build closeness with consumers. Conversely, a healthy lifestyle does not have a direct positive effect on buying interest; however, marketing strategies successfully mediate the influence of a healthy lifestyle on consumer buying interest. Originality/Value – This study highlights the mediating role of marketing strategies in bridging health-conscious lifestyles with actual purchase decisions among Generation Z, emphasizing the necessity for companies to effectively communicate specific health benefits in digital campaigns for healthy instant food products.