Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 5 (2023): October 2023

The Impact of Traditional Marketing and Marketing Mix on Traditional Lepet Food

Lenia (Mercu Buana University)
Didik J Rachbini (Mercu Buana University)

Article Info

Publish Date
19 Oct 2023

Abstract

This study aims to analyze the role of traditional marketing in the influence of the marketing mix on awareness of traditional food products lepet. The population of this study consisted of consumers from several JABODETABEK areas, with a sample size of 288 people. The data analysis method uses the Structural Equation Model-Partial Least Square (SEM-PLS). The results found that the marketing mix and traditional marketing have an impact on awareness of traditional food lepet products. Product variants, price perception, information delivery, and moderated price perception are variants that are able to encourage consumers to know the product directly. However, other marketing mixes variable are not able to encourage product awareness.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...