THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION OF MOM'S WILLINGNESS TO BUY

• Main Author: Sariputra, Yoko
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78693
• Institution: Institut Teknologi Bandung

The largest portion of monthly food expenditure in Indonesia is packaged food and soft drinks that can be found in modern markets. Through the development of this current market, the demand for processed packaged foods continues to grow which can offer time-saving and convenient ways to eat. One of the food packaging companies that produce the packaged food is Sea-Son Company. This paper will relate one of the business discipline, "Marketing" in Sea-Son Company. Marketing is the primary focus of corporate development with the goal of building brand equity and making sales. Since today is the internet area, online digitalization becomes the solution for food startup company to support their sales and marketing activity by running Integrated Marketing Communication (IMC) program to achieve business goals. This paper tries to research the role of Integrated Marketing Communication (IMC) in attracting target customer and measuring its effect to customer's willingness to buy to find out the most effective way in attracting households to buy packaged food through online. This research takes a descriptive study to measure the IMC of Sea-Son Company which consists of Ad Facebook promotion; discount coupon; Exhibition; and public relation by social media ; and how it affects the mom ’s willingness to buy. Data was collected through an online questionnaire which distributed to 100 female in Bandung and Jakarta who born between 1970s-1987s who are active internet users and have experience buying ready-to-eat food through online .The data were analyzed by multi linear regression method to identify the correlation. Empirical results show that, From 4 marketing activities which become the object of the research that is a Facebook advertisement ; discount coupon; a trade show; and social media, each has a different level of correlation between mom's willingness to buy . This study is important to the marketers to know which channel that can influence mom’s willingness to buy. Marketers could also improve and strengthen their business based on selected variable to be more competitive.