THE IMPACT OF SHOPPING PLATFORM ON CONSUMER PURCHASE INTENTION TOWARDS PACKAGED FOOD ABSTRACT (CASE STUDY : BAGE JO)

• Main Author: Marchelia Anggranti, Febe
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34062
• Institution: Institut Teknologi Bandung

The trend of the packaged food industry began to increase on a national scale. This shows that there has been a shift in consumption patterns of consumer who tend to buy packaged foods. This condition is used by many culinary industry players to start packaged food business. Especially in Bandung, many packaged foods sell in online and offline platform. Bage Jo is one of Manadonese culinary business in Bandung that relies on packaged sambal sales. Now Bage Jo has been running for 1 year, but consumer demand continues to decline due to sales production area that far from target market location and low promotions that affects company’s income. Therefore, the aim of this research was to find out an effective marketing strategy to improve both online and offline shopping platforms and its application in field. This study uses qualitative and quantitative methods. Beside literature studies, this study also uses external and internal analysis to define the suitable online and offline marketing strategy. External analysis uses Porter's 5 Forces, SWOT analysis, competitor analysis and consumer analysis. While internal analysis uses 4P marketing mix and STP (Segmenting, Targeting, and Positioning) analysis. The purpose of this study is to find out things that influence consumer purchase intention, and improve the marketing strategy on online and offline shopping platform. In this study, data collection was carried out by using a questionnaire distributed to 150 people who have certain criteria. In conducting data testing, the researcher used SPSS 24. After conducting the analysis, researcher concluded that there was an influence between consumer purchase intention and the food sales channel. The final solution is the application of New Marketing Mix in the business, especially in the aspects of Place and Promotion. After that, the researcher will set the implementation plan so the business development can be more efficient. In addition, a long-term plan is also made to ensure that the business is growing and sustainable.