THE RELATIONSHIP BETWEEN PROMOTIONAL MIX AND CUSTOMER PURCHASE INTENTION IN 7 HONEY

• Main Author: Victoria, Olga
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47873
• Institution: Institut Teknologi Bandung

Wedding organizer industry that is developing in the creative industry are typically big and have a certain place in the market. However, with highly competitive market caused by fluctuated range of price, many of experienced a hard time to increase their sales occasionally. 7 Honey is a company that targets the wedding industry within couple who wants to get married in Indonesian market. The company contributes to Indonesian wedding market by providing vast variety of wedding services which include wedding organizer, music entertainment, photography and videography. But the core of wedding is in the planning, wedding organizer are the main division. Since its inception, 7Honey cannot maximize their sales by depending only on the current target market, it must influence the potential market to choose 7honey, and using a promotion as one of effective tools to attract customer. The purpose of the research is to know the relationship of promotional mix towards purchase intention in 7 Honey. Data collected using quantitative methodology, and an online questionnaire was spread to 215 respondent who are 7 honey potential user. Using multiple linear regression to analysis data with SPSS software to see the relationship between promotional mix towards purchase intention. The result shown that all of the independent variable has a significant relationship towards purchase intention, and personal selling of promotional mix are having the most positive relationship towards purchase intention. Keywords: Promotional Mix, Purchase Intention, Wedding Organizer