COCA-COLA COMPANY'S marketing strategy that affects consumer purchasing behavior in MEDAN

Jefri, Wilbert (2018) COCA-COLA COMPANY'S marketing strategy that affects consumer purchasing behavior in MEDAN. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, it is critical for a company to possess a great marketing strategy in order for the company to have excellent business performance. The Coca-Cola Company is a great example for their marketing strategies and the interaction between the company and consumer will be analyzed in this paper. This study was aimed to determine whether Coca-Cola Company’s Marketing Strategy has impact towards Customer Purchase Behavior in Medan with the imajor influence of brand advertisement, public relation, creativity, customer loyalty and target market. The samples in this research are using Convenience sampling method with the total sample of 100 respondents and the use of SPSS 20. The data collecting method is by giving questionnaire The result of the analysis concludes that the proposed hypothesis using z test resulted in 2.487 > 1.96 and the outcome of research was positive for both problem formulations. It is concluded that Marketing Strategies from Coca-Cola Company does have an influence towards Consumer Purchasing Decision and Thus became a factor of their major business success. The further implication of this skripsi is the ability to become aware when a person is in the position of a consumer and realize that he/she is susceptible from various marketing influences in common everyday activities. Recommendation for the company is to improve within each relevant indicator, and for future researchers to collect a larger group of respondents to increase the significance of the hypothesis analysis.

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