ANALYZING THE INFLUENCE OF PROMOTIONAL TOOLS AND GLOBAL PARTNERSHIP TOWARD CONSUMERS PURCHASING DECISION IN CIKARANG BARAT AREA (CASE STUDY OF OREO TRANSFORMERS PROJECT)

Abstract

This research purposes to analyze the influence of promotional tools, global partnership and consumers’ excitement toward consumers purchasing decision. Promotional tools as the one of marketing communication to penetrate the marketing program to the market, especially for fast moving consumer goods (FMCG) industries, they have to be striving to understand the market trend in adjusting their marketing strategy to be very successfull in the real. Also there are two more independent variables that are going to be identified in this research study; global partnership and consumers’ excitement. Influence of those variables toward consumers purchasing decision will be determined by using the method of hypothesis testing with multiple regression analysis model. Based on the results of the research through a survey of 100 female respondents in between age 25—40 years old as the wife or mother roles in doing daily purchasing for family needs. The results of this research study are expected to be useful as the marketing performance evaluation for pertinent company or other FMCG industies. It was found that the OREO marketers need to be more struggling in changing their brand image from the children oriented to the family oriented in Indonesia.