AWARENESS ORGANIC, ADVERTISING, PRICE, DIRECT SELLING TOWARDS ATTITUDE AND PURCHASE INTENTION OF ORGANIC

Organic products are long-term rare products because they are important for human health. Currently, only a few consumers consume organic products, even though they have healthful properties. The research objective examines the effect of organic products in terms of awareness, advertising, price, and direct selling, on the attitudes and intentions of organic purchases. The current promotion strategy has not succeeded in attracting consumer interest, perhaps the holistic strategy has an effect on organic consumption intentions. This study uses a survey with 166 respondents consisting of 97 women and 69 men. Age of respondents 25-65 years, have expenses every month more than eight million rupiahs with four members. The research sample was purposive sampling with consumer criteria having consumed organic twice and residing in West Jakarta. The analyzer is used Structural Equation Modeling. The research findings show that organic awareness, advertising, direct selling have an effect on organic buying attitudes and intentions. While prices do not affect attitudes but together they influence the intent of organic purchasing. Managerial implication is the need to increase advertising through print and electronic media in order to increase consumer awareness, direct selling, positive attitude and have an impact on organic consumption intentions. Theoretical contributions add to the insights of researchers, for teaching materials IMC courses.

1.  UEU-Article-13182-5_0117.pdf - 842 KB

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