URBAN CONSUMER ATTITUDE AND BEHAVIOR TOWARD TRADITIONAL HERBAL DRINKS (JAMU) CASE STUDY: MARKET PENETRATION STRATEGY FOR “RAMONA” PRODUCT

• Main Author: Abdul Malik, Safrizal
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41222
• Institution: Institut Teknologi Bandung

There are so many companies unable to compete with other beverage products in our society today, especially in urban society. In the other hand, awareness of the harmful effects of chemicals in food is increasing among consumers. The trend towards buying organic food and drinks is growing among people. As a basis for determining marketing strategies to increase sales it can be identified what encourages consumers to buy herbal drinks. Based on the planned behavior theory there are 3 main factors that influence behavioral intention: attitude towards behavior, subjective norms and perceived behavioral control. Attitude towards behavior includes health problems, environmental problems, product quality and marital status. This study aims to identify consumers' behavioral intention towards organic drinks. The results showed that perceived behavioral control was the most influencing factor in behavioral intention, after that attitude and the last is subjective norms. These results are used as a reference for making a marketing mix strategy for PT Rahsa Nusantara for its new product, Ramona.