Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

“…The place is the least important and insignificant driver ( β = .084), which is consistent with Amofah et al (2016), who found that all the elements of the service marketing mix affected customers' purchase intention except the place. The significant impact of people is not consistent with Astuti et al (2015), who observed that people had no significant impact on purchasing decision. However, both are similar in terms of the insignificant impact of physical evidence on purchase intention.…”

“…The research indicates that the service marketing mix for service organization significantly affects customers' intention to use banking services in Bangladesh. It has been found that majority of the studies analyzed the impact of mix elements of service marketing on customer perception, satisfaction, loyalty, the tendency to choose, decision making, bank marketing performance, choice of repeat purchase, brand equity dimensions, buying intention, perceived quality, perceived value and destination image (Aghaei, Vahedi, Kahreh, & Pirooz, 2014; Ahmad et al, 2013; AMEUR et al, 2015; Amofah et al, 2016; Amofah et al, 2017; Astuti, Silalahi, & Wijaya, 2015; Barusman, 2019; Basari et al, 2017; Esmaili, Rezaei, Abbasi, & Eskandari, 2017; Hussein et al, 2017; Islam & Rahman, 2015; Ismail, Mubarack, & Thulkifly, 2015; Kushwaha & Agrawal, 2015; Kusumawati, Oswari, Utomo, & Kumar, 2014; Mahmood & Khan, 2014; Mohammad, 2015; Othman et al, 2019; Sukamto & Lumintan, 2015; Vidyastuti, 2018; Yaghoubian et al, 2018). It has identified the purchase intention of the university student segment toward the marketing mix of bank service as the research area was found under‐researched.…”

Role of Green Marketing in the Adoption of Intelligent Food Containers

“…However, the issue becomes, then, to what extent green marketing can serve as a vehicle in consumer adoption of new EF products and solving environmental problems (Wymer & Polonsky, 2015). A successful marketing system depends on effective combination of the marketing mix components with each other, the consumer needs, and the environmental forces (Khodaparasti et al, 2015;Kiran, 2012, Kharde, 2016Ulfah et al,2016;Astuti et al, 2015;Alipour et al, 2012).…”

“…There are various marketing mix models with different ingredients since each of them may be required for different objectives. The most famous and popular mix developed by E Jerome McCarthy is known as the 4Ps model ( Figure 4) with the key ingredients being product, price, promotion, and place (or distribution) (Astuti et al, 2015). The 7Ps marketing mix is another marketing mix model and it builds on the 4Ps model by composing of product, price, place, promotion, people, physical evidence, and process (Lovelock, 2011).…”

“…So, capturing customers' voice during the new product development and knowing the influence of each marketing mix element on consumers' purchase decision help firms to prioritize their marketing strategies and budgets, improve market performance, and a greater probability of commercial success.. For example, a survey done in the city of Bogor to analyze the influence of marketing mix factors on consumers' desire to purchase fruit beverages showed that price and physical evidence were two factors that discriminate consumer behavior (Ulfah et al, 2016). Another study on consumers purchase decision of Malang Apples at Giant Olympic Garden Mall (MOG) demonstrated that except people and physical evidence all other factors partially and significantly influenced the purchasing decision and the most influential marketing mix variable was price (Astuti et al, 2015). Also, based on Alipour et al (2012) research aiming at ranking the effect of marketing mix elements on consumers purchase behaviors, high quality goods and powerful distribution system are the main factors to attract and maintain more customers (Khodaparasti et al, 2015).…”