“THE EFFECT OF PROMOTIONAL MIX AND PERCEIVED QUALITY ON MOTHER’S PURCHASE INTENTION OF SUPER PREMIUM MILK FORMULA FROM MEAD JOHNSON COMPANY IN JAKARTA”

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.