Promotion Mix Strategies and Buying Interest of Riau Specific Food Souvenirs

International Conference on Industrial Technology for Sustainable Development 2017

工业技术;经济学

Khairani, Zulia^1 ; Lubis, Nurhayani^1

Universitas Lancang Kuning, Pekanbaru

28265, Indonesia^1

关键词: Consumer purchase;    Descriptive analysis;    Direct marketing;    Hypothesis testing;    Promotional activities;    Qualitative analysis;    Quantitative and qualitative analysis;    Sales promotions;   

Others  :  https://iopscience.iop.org/article/10.1088/1755-1315/175/1/012045/pdf
DOI  :  10.1088/1755-1315/175/1/012045

学科分类：工业工程学

来源: IOP

【 摘 要 】

For the sake of promoting and inviting tourist to tourist resort, there are some factors that should be considered as value added. One of them is specific foods as part of local culture characteristic. A promotional activity is an important role to introduce and cultivate the interest of tourists in a souvenir typical regional food. The aims of the study were to analyze level of promotion mix consists of advertising, sales promotion, direct marketing, personal selling, and public relations, and to find out the level of consumer buying interest, and finally investigated influence of promotional mix on consumer purchase intention of the tourists. The samples in this study were 100 tourists. The method used was combination of quantitative and qualitative analysis. The data was purposively taken using quantitative analysis. Quantitative analysis, is, descriptive analysis, regression analysis, and hypothesis testing by t-test and F-test. Qualitative analysis was performed with the interpretation of the data obtained in the study and the results of data processing that had been carried out by providing information and explanations. The results showed that advertising, sales promotion, personal selling, direct marketing, and public relations have positive impact on tourist buying interest in Riau specific food souvenirs. Personal selling and public relation were found to be significant factor impact on buying interest in Riau specific food souvenir.