Analysis Advertising, Sales Promotion, Personal Selling and Direct Selling on Purchase Intention Vegetables in Retail West Jakarta

DOI

10.2991/icoi-19.2019.115How to use a DOI?

Keywords

Advertising, Sales Promotion, Personal Selling, Direct Selling, Purchase Intentions

Abstract

This study has a gap that organic products, especially vegetables, are less attractive to housewives. Even though organic food is needed by the body so that it is always healthy, but as prices are more expensive than non-organic vegetables, consumers tend to consume non-organically. The purpose of this study is to test if organic vegetables are offered through advertising, sales promotion, personal selling and direct marketing is possible for consumers to intend to buy so that organic consumers expand and the number increases. With the addition of organic consumers, the farmers will increase their profits and by helping farmers change non-organic farming into organic vegetables. In accordance with the theory if a marketing strategy is developed into a holistic possibility, consumers who do not know about organic information will consider consuming organic products. It is hoped that farmers will increase innovation with appropriate technology and promote training in both rice and organic vegetables. This study uses a survey method, with respondent housewives or fathers who are concerned with family health. The research sample is consumers who have never consumed organic and are shopping at a retail store in West Jakarta. The research sample amounted to 113 consisting of 51 men and 62 women. The results of the study show that advertising and direct selling affect consumer purchase intentions, while sales promotin and personal selling do not affect consumer purchase intentions.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Endang Ruswanti
AU  - Nia Puspita Hapsari
AU  - Moehammad Unggul Januarko
AU  - Medina Diyah Kusumawati
PY  - 2019/10
DA  - 2019/10
TI  - Analysis Advertising, Sales Promotion, Personal Selling and Direct Selling on Purchase Intention Vegetables in Retail West Jakarta
BT  - Proceedings of the 2019 International Conference on Organizational Innovation (ICOI 2019)
PB  - Atlantis Press
SP  - 657
EP  - 662
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoi-19.2019.115
DO  - 10.2991/icoi-19.2019.115
ID  - Ruswanti2019/10
ER  -