THE INFLUENCE OF PROMOTIONAL MIX TOWARDS THE PURCHASE INTENTION OF READY TO DRINK TEA INDUSTRY (CASE: TEH PUCUK HARUM VS FRESTEA)

• Main Author: Calida Era Tania (19015207), Herren
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27849
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> Teh Pucuk Harum and Frestea are the two Indonesian brands in which the industry that they currently competing in suffered a minus as much as 9% in term of volume growth (Nielsen, 2017). Apart from the minus growth, each brand had spent around IDR 300 billion for advertising, not including discounts and other promotion, in order to sell their products. Based on the Top Brand Index (TBI), the two brands resulting in a different outcome since the TBI can be used to measure the performance of a brand based on the purchase intention including the awareness toward the brand and its market share. Teh Pucuk Harum able to perform exceptionally while Frestea came out with unremarkable result. Therefore, this research was intended to resolve the point difference between the promotional mix (advertising, sales promotion, public relation) of Teh Pucuk Harum and Frestea. Moreover, this research also designed in order to identify the influence of the promotional mix toward the purchase intention of Teh Pucuk Harum and Frestea that could support the growth of the ready to drink tea industry. The data for this research was collected using quantitative approach through online questionnaire to 213 Indonesian respondents. This study used paired comparison analysis to find the point difference between the two brands and adopt multiple linear regression analysis to examine the data. The eventuality of the study shows that the point difference between the two brands’ promotional mix was in the sales promotion (sweepstakes) of their product where Teh Pucuk Harum solely offer the sweepstakes under their own brand name while Frestea offer them under the Coca-Cola family brand. In addition to the analysis, the all three components of promotional mix (advertising, sales promotion, public relation) do have a positive significant influence toward the purchase intention of Teh Pucuk Harum and Frestea. <br /> <br /> Keywords: Promotional Mix, Purchase Intention, Ready to Drink Tea, Teh Pucuk Harum, Frestea