The Ready to Drink Tea Element of Promotion, Place & Price. A Case Study @pucukharumid

Yuli Harwani, Janfry Sihite


This research conducted to explore the attributes of marketing communication @pucukharumid from July to December 2017. The Exploratory Factor Analysis conducted with the Provalis Software that could simplify the unstructured tweet data set into insights. There is 1083 tweet that analyzed for further analysis. The results show that @pucukharumid promoting the varieties of @pucukharumid product with a variety of youth and family activities. The research concluded that @pucukharumid are targeting the youth and also related the activities of food and drinking with @pucukharumid.

Keywords: @pucukharumid, Marketing Communication, Unstructured Dataset

DOI: 10.7176/EJBM/11-24-09

Publication date: August 31st 2019

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