The Effect of Marketing Communication Strategies on Purchase Intention of Mochi Daifuku

Abstrak

The purpose of this study is to examine the effect of marketing communication strategies on consumers’ purchase intention toward Mochi Daifuku. In an increasingly competitive food and beverage industry, effective marketing communication is essential to influence consumer perceptions and purchasing behavior, particularly for traditional food products adapted to modern markets. This study adopts a quantitative research approach using a cross-sectional survey design. Data were collected from 200 consumers who had prior experience or familiarity with Mochi Daifuku products through a structured questionnaire distributed online. Marketing communication strategies were measured through indicators related to advertising, social media promotion, sales promotion, and word-of-mouth communication, while purchase intention was assessed based on consumers’ willingness and likelihood to purchase the product. The collected data were analyzed using multiple regression analysis to test the proposed relationship between variables. The results reveal that marketing communication strategies have a significant and positive effect on purchase intention, indicating that well-designed and consistent communication efforts can enhance consumers’ motivation to purchase Mochi Daifuku. These findings support marketing communication and consumer behavior theories, emphasizing the importance of integrated and digital communication in shaping purchase intention. From a managerial perspective, the study provides practical insights for food businesses, suggesting that marketers should focus on coherent messaging, engaging promotional content, and effective use of digital platforms to strengthen consumer interest and competitiveness. This research contributes to the marketing literature by extending empirical evidence to the context of traditional confectionery products and highlights directions for future research involving additional variables and broader consumer segments.