THE INFLUENCE OF THE MARKETING MIX TOWARDS URBAN GARDENING PRODUCTS (ORNAMENTAL PLANTS) PURCHASE INTENTION

• Main Author: Fauzan Rachmatulloh, Rihan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57983
• Institution: Institut Teknologi Bandung

Tanna Grow is a company that started operating in the agricultural industry in 2020. Tanna Grow started focusing on the urban gardening industry with ornamental plants as it’s product in the early years of 2021. Tanna Grow, as a newcomer to the business, wants to improve its marketing strategy in order to achieve company growth. Tanna Grow's total revenue in 2021 is experiencing stagnancy, and the online revenue is experiencing decline. Promotional strategies have a good impact on plant sales, according to preliminary data obtained from plant vendors. In the urban gardening or farming industry, a company's deep understanding and implementation of marketing mix can be a competitive advantage. The aims of this research are to identify the marketing mix factors that influence purchase intent for urban gardening products and to give a recommendation for Tanna Grow. In this research, a quantitative approach is used with a 5-point Likert scale and a purposive sampling strategy. Multiple Linear Regression used to measure the result of the questionnaire. The data was collected from 203 respondents from Bandung and Jabodetabek with a minimum age of 18 and all of them have experience in purchasing urban gardening products. As a result, the research found that all of the marketing mix factors are having positive influence towards urban gardening products purchase intention and Tanna Grow should pay more attention to the planning and execution of marketing strategies.