ANALYZING THE INFLUENCE OF PROMOTION MIX TOWARDS CONSUMER PURCHASE INTENTION OF RON’S LABORATORY GRAND INDONESIA

Abstract

Ron’s Laboratory is one of the pioneers of liquid nitrogen ice cream in Indonesia. In term of keep the existence and being number one liquid nitrogen ice cream brand in Indonesia of course Ron’s Laboratory should has better promotion mix rather than other competitors in the same kind of industry. This research conducted to find the influence of promotion mix towards consumer purchase intention of Ron’s Laboratory. This research will use five tools of promotion mix as the independent variables, there are; advertising, sales promotion, public relations, direct marketing, and personal selling. Researcher is using non-probability sampling with snowball sampling to get the respondents. This is quantitative research with utilizes multiple linear regression. The population is 4.181 of President University students, and the sample size will determined by Slovin formula with confidence level 90%. Based on the SLovin formula, the sample size in this research is 98 respondents. The conclusion of the research is shown in the result of SPSS 20.0 with the R Square value of 0.516 obtained; it means that 51.6% of consumer purchase intention can be represented by the independent variables in this research. The results in this research are advertising, sales promotion, public relations, and direct marketing have influence on consumer purchase intention. In the other hand, personal selling has no influence on consumer purchase intention.