THE INFLUENCE OF DIGITAL AND TRADITIONAL MARKETING STRATEGY ON CONSUMER BEHAVIOR AND ITS IMPACT ON CONSUMER PURCHASING DECISIONS IN HONEY PRODUCTS

• Main Author: Nugroho, Bagus
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48936
• Institution: Institut Teknologi Bandung

Business competition in the culinary field is always being high competition and affects the food and beverage industry from producers to consumers. One of the sectors in the food and beverage industry is the honey industry. Honey goods developed from the area of health supplements development into the field of economic development. (Yeow et al., 2013). Nevertheless, in the market, we can see the price of the honey product, especially Raw Honey, is varied based on the Quality, the brand, and the marketing strategy. With this condition, every Honey company has a different marketing strategy to increase the revenue of the business especially in the digital era. The author wants to analyze the influence of digital and traditional marketing strategies on consumer behavior and its impact on consumer purchase decisions of the Honey product in Indonesia. Quantitative methods are used to obtain primary data for analysis from potential customers using a questionnaire. To support this method, the authors use secondary data such as literature, journal, and previous research. This paper will be useful for marketers, business owners, and especially for another party involved in culinary SMEs to understand the impact of digital and traditional marketing strategy and understand the importance of digital and traditional marketing strategy in order to attract purchase decisions of customers. Hopefully, they can understand how to design the strategy of digital marketing to attract customer purchase decisions so that they can implement this strategy in their business.