2024Journal article
Sri Yuniati Putri Koes Hardini, Reynaldy Pakpahan, Abel Gandhy, Christopher Yoheanto
AIP conference proceedings
People's awareness of a healthy lifestyle has also caused an improvement of consumer request for healthy and delicious ice cream products.To fulfill these consumer desires, PT.Unilever Indonesia created Wall's Matcha ice cream product.The aim of this research was to analyze the relation between the marketing mix strategy and purchasing decisions for Wall's Matcha ice cream.The data used in this study were obtained by distributing questionnaires to a total of 100 respondents.Data were analyzed between dependent and independent variables simultaneously using F test and partially using t test.The output data show that the marketing mix variables simultaneously have a significant effect on the purchasing decision variables.The results of the partial test show that there are three independent variables that have a significant impact on consumer purchasing decisions, namely product, price, and promotion.The Wall's Matcha ice cream promotion variable has a higher impact on purchasing decisions, because product promotions carried out by PT.Unilever are currently attracting the attention of consumers.However, PT.Unilever needs to improve the choice of location for selling ice cream, because consumers really consider location when making purchasing decisions.
Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.
Study type
Observational (human)
Surveys, cohorts and consumer studies, with no intervention.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is a main subject here (named in the title).
Sri Yuniati Putri Koes Hardini, Reynaldy Pakpahan, Abel Gandhy, Christopher Yoheanto. (2024). The purchase decision and marketing mix of Wall’s Matcha ice cream. AIP conference proceedings. https://doi.org/10.1063/5.0201989
DOI: 10.1063/5.0201989 · Cited by 1 (OpenAlex)
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