MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION
The main objective for this paper is to study how to improve the marketing strategy of organic products in Indonesia. In order to do that, the author analyses the factors that affect the customers’ intention to purchase organic products. The factors analysed in this papers are customers’ percepti...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41893 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The main objective for this paper is to study how to improve the marketing strategy of organic
products in Indonesia. In order to do that, the author analyses the factors that affect the
customers’ intention to purchase organic products. The factors analysed in this papers are
customers’ perception, health consciousness, and knowledge of organic products. In order to
gather information, questionnaire was distributed online and collected 294 responses. The
population used for this paper to be observed is Indonesia because there is an increase number
in demand for organic products in Indonesia as there are more Indonesians becoming aware of
their lifestyle. The finding of this research shows there are positive relationships between
customers’ perceptions, health consciousness and knowledge with purchase intention of
organic products. Based on this finding, new marketing strategy is proposed for organic
products brands to use. |
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