Marketing Strategy of Organic Products Based on Factors Affecting Indonesian Customers’ Purchase Intention
The main objective for this paper is to study how to improve the marketing strategy of organic products in Indonesia. In order to do that, the author analyses the factors that affect the customers’ intention to purchase organic products. The factors analysed in this papers are customers’ perception, health consciousness, and knowledge of organic products. Questionnaire was distributed online and collected 294 responses from Indonesian respondents. The finding of this research is there are significant relationships between customers’ perceptions, health consciousness and knowledge with purchase intention of organic products. Based on this finding, new marketing strategy is proposed for organic products brands to use.
Index Terms - Indonesian customer, Marketing strategy, Organic Product, Purchase Intention .