Promotion Mix, Individual Internal Environment, and Purchase Decision Making in Minimarket

Abstract

This study analyzes the effect of the promotion mix and the internal environment of individuals on consumer purchasing decisions. The promotion mix has a positive relationship with purchasing decisions because consumers will be introduced to various products and influence the desire of consumers to buy these products. Meanwhile the positive relationship of an individual's internal environment with consumer purchasing decisions will, therefore, be a consideration in making decisions. The new contribution of this study concerns the relationship between the promotion mix literature and the separate internal environment of individuals regarding consumer purchasing decisions. To test the hypothesis, we use the parametric statistical analysis method through Structural Equation Modeling. We conducted this study on the perceptions of minimarket consumers in the Priangan Timur region in Indonesia, whereas many as 400 customers were selected randomly. The results of the study show that the promotion mix and the internal environment of individuals influence consumer purchasing decisions. Other results show that the promotional mix applied by minimarkets based on consumer perceptions gets an attractive category. While the individual's internal environment based on consumer perception becomes a consideration in making a decision.

Định hướng nghiên cứu ứng dụng phương tiện truyền thông xã hội vào phát triển du lịch thông minh tại Thành phố Hồ Chí Minh

“…Vêë n àïì naâ y, àûúå c xem laâ yïë u töë cöë t loä i trong viïå c xuá c tiïë n, quaã ng baá hònh aã nh du lõch, giuá p du khaá ch tiïë p cêå n gêì n hún vúá i caá c àõa àiïí m du lõch, caá c chûúng trònh khuyïë n maä i, quaã ng caá o hay thêå m chñ mang àïë n cho du khaá ch nhûä ng caã m nhêå n chên thêå t vïì àõa àiïí m hoå seä àïë n. Tûâ àoá , quaá trònh ra quyïë t àõnh sûã duå ng dõch vuå du lõch cuã a du khaá ch cuä ng tùng cao hún.Tarannum, Tasnim (2020), trong[14], àaä khùè ng àõnh viïå c ûá ng duå ng chuyïí n àöí i söë , cuå thïí laâ caá c PTTTXH vaâ o du lõch àûúå c xem laâ phûúng phaá p hiïå u quaã nhêë t trong thúâ i àaå i cöng nghïå söë hiïå n nay. Viïå c naâ y hûá a Taå p chñ Khoa hoå c Trûúâ ng Àaå i hoå c Quöë c tïë Höì ng Baâ ng -Söë chuyïn àïì : Chuyïí n àöí i söë -6/2023: 45-52 heå n gia tùng söë lûúå ng lúá n du khaá ch tiïì m nùng tûâ moå i miïì n àêë t nûúá c, moå i quöë c gia trïn toaâ n thïë giúá i.Apri Budianto vaâ cöå ng sûå (2020), trong[15] àaä phên tñch sûå aã nh hûúã ng cuã a xuá c tiïë n höî n húå p vaâ möi trûúâ ng nöå i böå caá nhên àïë n viïå c ra quyïë t àõnh mua, sûã duå ng dõch vuå cuã a khaá ch haâ ng. Nöå i dung nghiïn cûá u àaä àïì cêå p àïë n caá c nhiïå m vuå maâ möå t nhaâ quaã n trõ phaã i àaã m nhêå n. Àïí coá thïí àaå t àûúå c hiïå u quaã cao trong cöng taá c xuá c tiïë n, quaã ng baá hònh aã nh àiïí m du lõch, cêì n phaã i phên tñch sêu röå ng vïì sûå aã nh hûúã ng cuã a xuá c tiïë n höî n húå p vaâ möi trûúâ ng nöå i böå caá nhên cuã a du khaá ch.…”