PROMOTIONAL MIX AND PURCHASE INTENTION IN BANDUNG FOR EVENT PLANNING SERVICE (CASE: MINDSET CREATIVE PROJECT)

• Main Author: Azallia Wijaya, Tasha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24473
• Institution: Institut Teknologi Bandung

Creative industry has flourished in Indonesia, including event planner industry. However, as a creative micro and small enterprise also face similar problem commonly faced by micro and small enterprise, which is the marketing problem. Mind-set Creative Project is a small event planner service that operates in Bandung. Since its inception, Mind-set Creative Project has not been able to enlarge its market. Among marketing mix, promotion is the part of the marketing mix that can be used to raise awareness about the company. This purpose of the research is to investigate the relationship between promotional mix and purchase intention for Mind-set Creative Project. Data collected using a quantitative method with judgemental sampling technique. An online questionnaire was spread to 215 respondents. Then, the data analyzed using multiple linear regression techniques to see the relationship between promotional mix and purchase intention. The result shows that the model of promotional mix and purchase intention is significant. Advertising is the promotional mix that significantly and positively impacts purchase intention.