INFLUENCE OF PROMOTION MIX ON CONSUMER PURCHASE INTENTION TOWARDS UMRAH & HAJJ TRAVEL AGENCY SERVICE (STUDY CASE OF HAROMAIN MUBAROK TOUR & TRAVEL)
Indonesian SMEs are on the rise, streak from 52 million in 2010 and expected to reach 65 million by 2020. Umrah & hajj travel agency is one of examples, since Indonesia has the largest Muslim population and always been ranked as top 10 countries sending the most umrah & hajj pilgrims with...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/52095 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesian SMEs are on the rise, streak from 52 million in 2010 and expected to reach
65 million by 2020. Umrah & hajj travel agency is one of examples, since Indonesia
has the largest Muslim population and always been ranked as top 10 countries sending
the most umrah & hajj pilgrims with 988 existing agencies. Ironically, SMEs still face
marketing problems especially in promotion area. Therefore, it is important to identify
the potential market and understand the influence of promotion mix tools towards
purchase intention. Research is done in Bandung through questionnaire with 205
respondents and analyzed using multilinear regression. It is discovered that advertising,
personal selling, and sales promotion have the strongest influence, while public
relations and direct marketing are the weakest. Additionally, people aged 22 up to ?56
years old with monthly income IDR ?1.000.000 up to ?10.000.000 regardless their
gender, education, occupation, and umrah or hajj experience are indeed a potential
market. Hence, it is suggested to approach the potential market using advertising,
personal selling, and sales promotion in order to increase their intention to purchase
umrah & hajj travel service. But the strategy needs to be adjusted to fit in every segment
of the potential market. |
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