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THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT (CASE STUDY OF LOTTE MART IN JAKARTA)

September 2017

September 2017

Authors:

Universitas Esa Unggul

The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia. The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 150 consumers. The data was assessed through reliability and validity analysis before hypotheses testing analysis. The results showed that all the hypotheses in this study were positive and significant. https://scholar.google.co.id/citations?user=N4pvKUcAAAAJ&hl=id

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