Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province

Rahel Bela Krisna Br. Situmorang ; Yuniarti Fihartini
International Journal of Management Science and En... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70062/globalmanagement.v2i2.206
Abstract
The rapid advancement of digitalization has transformed marketing communication, driving significant changes that directly affect company stability. To maintain and increase sales, businesses must adopt effective marketing strategies that boost consumer purchasing intentions. PT. Nutrifood Indonesia, a leading food and beverage company, has successfully sustained high sales for its product Nutrisari, achieving first place in the Top Brand Index for powdered fruit juice drinks in Indonesia with a 55.60% sales index in 2024. This success is closely linked to the company’s use of integrated marketing communication tools to compete in a dynamic market. This study aims to analyze the influence of advertising, activities & experiences, and social media marketing on consumers’ purchase intention of Nutrisari products in Lampung Province. Employing a quantitative research approach, data were collected through questionnaires distributed to 150 respondents residing in Lampung Province who expressed purchase intention toward Nutrisari. The data were analyzed using multiple linear regression with the assistance of SPSS version 27. The findings indicate that advertising, activities & experiences, and social media marketing each have a positive and significant impact on consumers’ purchase intention. These results underscore the importance of integrated marketing communication strategies in enhancing consumer engagement and driving purchase intention in competitive markets
Keywords
Advertising; Event & Experiences; Social Media Marketing; Purchase Intention; Nutrisari
How to Cite

Rahel Bela Krisna Br. Situmorang & Yuniarti Fihartini (2025). Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province. International Journal of Management Science and Entrepreneurship, 2(2). https://doi.org/10.70062/globalmanagement.v2i2.206

Rahel Bela Krisna Br. Situmorang; Yuniarti Fihartini, "Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province," International Journal of Management Science and Entrepreneurship, vol. 2, no. 2, 2025.

Rahel Bela Krisna Br. Situmorang; Yuniarti Fihartini. "Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province." International Journal of Management Science and Entrepreneurship, vol. 2, no. 2, 2025.

Rahel Bela Krisna Br. Situmorang; Yuniarti Fihartini. "Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province." International Journal of Management Science and Entrepreneurship 2, no. 2 (2025).

Rahel Bela Krisna Br. Situmorang & Yuniarti Fihartini (2025) 'Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province', International Journal of Management Science and Entrepreneurship, 2(2). doi: 10.70062/globalmanagement.v2i2.206.

Rahel Bela Krisna Br. Situmorang; Yuniarti Fihartini. Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province. International Journal of Management Science and Entrepreneurship. 2025;2(2).

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