PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY

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UEU » Scientific Articles » Magister Manajemen
Posted by [email protected] at 29/04/2019 16:27:36 • 1314 Views

PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY

Created by :
Endang Ruswanti ( 215030578 )
Rilla Gantino Sabrina O Sihombing

Subject:	KOMUNIKASI PEMASARAN
Alt. Subject :	MARKETING COMMUNICATION
Keyword:	ORGANIC PRODUCT INTENTION TO BUY

Description:

Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers� intention to purchase organic products in the specific supermarket in Indonesia. Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis. Result: The results showed only direct marketing have positive significant on intention to buy the organic product. Implications/Applications: Integrated Marketing Communication provides an information to the purchasing policy of organic product Keywords: Integrated Marketing Communication, Intention to Buy, Organic Product.

Date Create	:	00/00/0000
Type	:	Text
Format	:	PDF
Language	:	Indonesian
Identifier	:	UEU-Article-05_0081
Collection ID	:	05_0081

Source :
Humanities & Social Sciences Reviews: Vol 7, No 3, 2019

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@perpustakaan Universitas Esa Unggul 2019

Publication URL :
https://digilib.esaunggul.ac.id/predicting-the-influence-of-integrated-marketing-communication-on-intention-to-buy-organic-product-an-empirical-study-12922.html

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