Title:
ANALYSIS OF THE NON-DIGITAL ADVERTISING AND EVENT MARKETING APPLICATION EFFECT ON INTENTION TO BUY PT. PUPUK ISKANDAR MUDA’S NPK FERTILIZER MODERATED BY SALES TERRITORY

Authors:
Fatina Yasmin, Sorayanti Utami and T. Meldi Kesuma

Abstract:
This research aims to examine the non-digital advertising application and event marketing application effect on the intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer moderated by sales territory. The population was all final buyers of NPK fertilizer products in the province of Aceh, Indonesia. The sampling technique used was purposive sampling so a total of 200 respondents were obtained. Data was collected by distributing questionnaires and analyzed using a one-sample t-test and SEM-AMOS. The results conclude that the role of non-digital advertising, event marketing, sales territory, and intention to buy PT Pupuk Iskandar Muda's NPK fertilizer have gone well, non-digital advertising affects intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer, Event marketing affects the intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer, sales territory can strengthen the non-digital advertising effect on the intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer, and the sales territory can strengthen the event marketing effect on the intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer. These findings also explain that the sales territory has a role as a pure moderator in the non-digital Advertising and Event marketing Implementation model effect on the intention to buy. Thus, as a whole, it has been proven that the model of increasing the intention to buy PT Pupuk Iskandar Muda’s NPK fertilizer is a function of increasing the non-digital advertising role and the suitability of the event marketing held that can be triggered by the sales territory.