Almira Nabila Fauzi Primary Author Mirza Ainulia Syafitri Primary Author Rizal Bagus Dwi Herdian Primary Author mixed material bibliography Jakarta LSPR 2024 en English

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- This project aims to enhance the market presence of MilkLife's lactose-free milk in urban Indonesia using an Integrated Marketing Communication (IMC) strategy tailored to a population where up to 70% of adults are affected by lactose intolerance. Despite widespread awarenessrket penetration remains limited due to gaps in consumer knowledge and engagement. A survey of 572 urban respondents revealed that 61% experienced lactose intolerance symptoms such as borborygmi, diarrhea, and flatulence, with 90.4% aware of their condition. Notably, 41% sought more information after viewing ads, 54.4% made purchases, and 44.5% recommended the product—highlighting strong conversion driven by social media campaigns. Utilizing the SOSTAC®️ framework and the SOR (Stimulus-Organism-Response) model, MilkLife integrates social media, content marketing, and influencer partnerships into a unified strategy, ensuring consistent brand messaging to maximize reach and impact. This comprehensive approach aims to solidify MilkLife as the leader in the lactose-free milk market while promoting better public health outcomes in Indonesia. Keywords: Purchase Intention, Digital Marketing, SOR Model, Lactose-Free Milk, Brand Awareness non-thesis Olivia Hutagaol Marketing Communication Management 2024 Almira Nabila Fauzi Mirza Ainulia Syafitri Rizal Bagus Dwi Herdian NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.006.24 S202655SP Hanya Tersedia Softcopy S2.MCM.006.24 rnyretheth.jpeg.jpeg 9286 2025-02-18 09:34:11 2025-02-18 14:35:34 machine generated