The Effect of Marketing Mix Towards The Purchasing Intention of Millennials in Jakarta on Local Sneaker Brands

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Hendradi, Alfa Lik (2020) The Effect of Marketing Mix Towards The Purchasing Intention of Millennials in Jakarta on Local Sneaker Brands. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Nowadays, people started to appreciate local products. As a result, various local brands started to develop to fulfill the Indonesian demand market, which also includes the local sneaker brands. In order to help the local sneakers brands to develop further, it is also necessary to research what makes a customer have a purchasing intention towards local sneaker brands’ products. Unfortunately, there are a limited number of researches that taps around the topic surrounding local sneaker brands. To fill this gap, this research aims to analyze the impact of the marketing mix and consumer's characteristics towards the purchasing intention of local sneakers brands on the millennials generation in Jakarta. The purpose of this research is to help the local sneakers industry in Indonesia to identify the factors that drive the purchasing intention of their target market. The study uses the theory of Marketing Mix and Consumer's characteristics in order to identify the purchasing intention of millennials in Jakarta on local sneaker brands’ product. Marketing Mix consists of product, price, place, and promotion, while consumer's characteristics consist of cultural influence, social influences, and personal influences. Marketing mix is often used by companies and marketing experts to evaluate and generate strategies in order to achieve their marketing goals (Andrea Rubini, 2010). This research is a quantitative research which collects data by spreading questionnaires to local sneaker brands consumers, who are based in Jakarta and are between 18 to 37 years old. Through using multiple regression analyzing method, this research found that Product, Promotion, Cultural Influence, and Personal Influence have a positive effect on the purchasing intention of millennials in Jakarta on local sneaker brands. Meanwhile, price and social influence are found to not affect the purchasing intention of millennials in Jakarta on local sneaker brands Keywords: Marketing Mix, Consumer’s characteristics, Purchase intention, Local sneakers brands

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HF Commerce
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 02 Feb 2021 06:35
Last Modified: 02 Feb 2021 06:35
URI: http://repository.ipmi.ac.id/id/eprint/1082

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