A MODEL OF INTEGRATED MARKETING COMMUNICATION FOR SUSTAINABILITY (CASE STUDY: BLENDED TEA BY TERAS HIJAU PROJECT)

• Main Author: Zahra Raihan, Rakha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53061
• Institution: Institut Teknologi Bandung

Sustainable Development Goals are a global agenda that demands contributions from all parties to make it happen. A business is no exception. Teras Hijau Project is a social organization engaged in food security and bio-potential development for sustainability with a community approach through educational, empowerment and entrepreneurial activities. One of its products with the community is the development of blended tea, which is made from a combination of flowers and herbs. To start its efforts to enter the market, Teras Hijau Project wants to design an appropriate marketing communication model, in addition to relying on the quality of its products but also wanting to embrace its sustainability mission as the brand image of its tea products. These flowers and herbs are complementary plants to prevent pests from the main crop, namely vegetables for the sake of creating food security. The business problem faced is how to convince the community to plant these flowers and herbs, because if they do not have a high value, it will be difficult to convince the community to do so. Therefore, marketing communication is needed for this flower and herb product to increase its value. This study aims to design an integrated communication model for Teras Hijau Project products by conducting benchmarks and testing on potential customers.. The benchmark model result is to have cackaging content, event in events and experience channel, seminar and community relation in public relation channel and social media, website, and YouTube in social media marketing channel. These channels then tested to know their influence towards intention to purchase, which have dimension, namely Attention, Interest, Desire, and Action (AIDA). The research method is using quantitative data analysis and using SEM-PLS method as statistics tools. The result is that packaging content and public relations have significant influence towards AIDA in intention to purchase, social media marketing only has a significant influence towards Attention and Interest. Meanwhile, events and experience have no significant influence towards AIDA. Other channels and content can be put in the measurement, such as sales promotion, mobile marketing, personal selling, and database marketing for future research.