Factors Related To Customer Motivation of Tea and Palm Oil Purchasing

Abstract

The objectives of this study were (1) to analyze the relationship between internal factors and external factors of customer motivation to buy tea and palm oil commodities of PT. Perkebunan Nusantara IV, and (2) to investigate the costumers motivation of tea and palm oil commodities from PT. Perkebunan Nusantara IV. The study was conducted in PT. Perkebunan Nusantara IV North Sumatera and PT. Kharisma Pemasaran Bersama Jakarta. The sampling methods was accidental sampling methods, sample amounted 15 respondents from each commodity’s costumer The research method was quantitative as well as qualitative data. Research strategy was survey techniques. The data collected in the research consisted of primary and secondary data. Results showed that internal factors and external factors are mostly related to rational and emotional motivation in tea and palm oil marketing. On tea commodity, internal factors such as purchasing ability, purchasing frequency, and venture capital were related to rational and emotional motivation. External factors such as marketing communication systems, quality of commodity, commodity costs, commodity security and morality of company were related to rational and emotional motivation. On palm oil commodity, all internal factors were related to rational and emotional motivation. External factors that related to rational motivation such as quality of commodity, commodity costs, commodity security, and morality of company. External factors that related to emotional such as quality of commodity, commodity costs, commodity delivery system and morality of company.