Consumption Behavior of Low sugar Readyto- Drink Beverages Among Generation Z in Jakarta

Abstract

The growth of the packaged sweet beverage market in Indonesia is parallel to the increasing risk of non-communicable diseases such as diabetes, especially in urban areas like Jakarta. This study analyzes the consumption behavior of low sugar packaged beverages among Generation Z in Jakarta and the influence of internal and external factors on their consumption frequency. The method used is a quantitative survey of 100 respondents using an online questionnaire and a purposive sampling technique. The binary logistic regression test indicates that health awareness, product knowledge, social media, and product availability significantly influence consumption frequency. The findings recommend health education-based marketing strategies, optimization of social media, attractive product information presentation, and even product distribution.