Analyzing the impact of marketing mix towards customer's purchase intention of jam product (case study: new 14gram portion pack of morin jam & spread)
Food and Beverage industry in Indonesia is experiencing the fastest growth among any other Southeast Asian countries. Jam industry is one sector within Food and Beverage industry that also experiencing growth, as the demand from individual consumer and business customer keeps increasing. Morin as one of the jam producers in Indonesia see this opportunity by developing a new product package. Recently in early 2013, Morin has just launched a new product package called Morin jam 14gr mini portion pack. By launching this product, Morin plans to target new market segments which is business customer such as hotel. The formulation of an effective marketing mix strategy is necessary to attract the customers to purchase this product. The purpose of this research is to analyzing the different impact of marketing variables on purchase intention, as well each element includes in the marketing mix, and which marketing mix elements has the greatest impact on customer? Purchase intention. The other purpose is to determine the current level of purchase intention towards Morin 14gr mini portion pack. Quantitative research method is used in this research study. The information gathered consist of primary data and secondary datarnthat are collected from interview, questionnaire, internet, magazine and other supporting media. For specific product Morin 14gr mini portion pack, price is the variable that has most influence on consumer purchase intention, following by product, place and promotion has the least impact on purchase intention.
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