INCREASING PURCHASE INTENTION OF JUICE CONSUMPTION AND PROPOSING THE NEW STP AND MARKETING MIX STRATEGY (CASE STUDY: INAJUICE PT. INSAN AGRITAMA TEKNOLOGI)

• Main Author: Afif Alauddin, Fadlilah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48087
• Institution: Institut Teknologi Bandung

INAJUICE is a business unit of PT. Insan Agritama Teknologi which sells juice beverage products. The juice drink product offered is premium juice with high quality compared to conventional juice. This business was created because it saw the development of the level of public awareness of a healthy lifestyle. INAJUICE itself was founded in mid 2019. This study aims to assist INAJUICE in establishing the right STP and Marketing Mix, while also helping INAJUICE find out what factors can influence consumer purchase intentions for juice drinks by analyzing internal factors using STP and Marketing Mix followed by analyzing external factors using Competitor Analysis and Survey. The research methodology used is quantitative by distributing questionnaires to consumers of juice beverage products to determine the factors that influence them to buy juice beverage products. The results show that the factors that influence consumer purchase intentions are Perceived Knowledge, Attitudes and Trust which then these factors can help to form the right STP and Marketing Mix which then propose solutions and can be implemented in INAJUICE.