The Correlation Of Marketing Mix Onpurchasing Decision Of Teh Walini

Abstract

Teh Walini is one of proceed tea products marketed by Downstream Tea Industry of PT. Perkebunan Nusantara VIII. Nowadays, at this competitive level of tea product which is getting higher than ever, Teh Walini take a bigger try to be a market leader of Indonesia’s own domestic production of tea brand. One of the attempt was made to be a market leader is to maximize the elements of marketing mix, such as quality of the product, price, sales location, and sales promotion or commonly known as the promotional mix. The purpose of this study was to identify the description of the marketing system operated by the IHT team Teh Walini , analyzed the relationship between marketing communications mix on consumer purchasing decisions and identify other factors that may be associated with purchasing decisions. The method used for this research is simple accidental sampling. Data collected by conducting interviews with the Downstream Tea PT. Plantation Nusantara VIII, filling the questionnaire and field observations. Range Spearman correlation test results showed a positive relationship between product, price and location of the sale to the purchasing decision, at the variable of prices and sales locations there is a very significant correlation, and there was no correlation between the promotion mix in the form of advertising, public relations and word of mouth to the purchasing deision of Teh Walini. Respondents commonly got the information about Teh Walini from the various promotional mix, but the location and distribution channels become the effective promotional media in influencing consumer decisions. In this research, there are also new findings in the form of the encouragement family or other factors that affect consumer decisions.