Abstract:
One of the FMCG industry in pediatrics nutrition come in time on era
globalization which commonly known as an instant era, so in this study appoint a
fact of demand of milk in Indonesia keep increasing this leads by the healthy life
awareness trigger by the milk campaign. This study aim to discuss influence of
promotional mix as a modern marketing tools which is consist of advertising,
sales promotion and direct marketing together with perceived quality toward
purchase intention on super premium milk formula among Indonesian Women
group Whose represent the participant of the data collection and analyze the
behavioral and consideration in choose a product’s consume. Past research has
shown a significant influence between marketing mix which is content of
promotional mix as one of the variable and brand equity which is content of
perceived quality toward the purchase intention (Shih, 2010). This study construct
as a quantitative research and working through questionnaire that going to spread
among women in active age. Here the researcher adopting a multiple regression to
analyze data collected. The result found in this research is there is significant
influence among variable which is promotional mix, perceived quality and
customer purchase intention. This study also answering the objective of
researcher’s research proving the hypothesis and appropriately applicable in the
business field.
