PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY

Main Article Content

Endang Ruswanti
Rila Gantino
Sabrina O Sihombing

Keywords

Integrated Marketing Communication, Intention to Buy, Organic Product

Abstract

Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia.


Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis.


Result: The results showed only direct marketing have positive significant on intention to buy the organic product.


Implications/Applications: Integrated Marketing Communication provides an information to the purchasing policy of organic product

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