The Effect of Marketing Mix on Purchase Decisions

Widyastuti, Ani Nor; Pujiharto, Pujiharto; Tubastuvi, Naelati; Santoso, Suryo Budi

doi:10.18196/mb.11295

Cited by 13 publications

(14 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Marketing products show this in virtual places such as Instagram and Facebook and marketplaces such as Shope and Lazada which also provide convenience for consumers who want to buy Ulos handicraft products. The results of the third hypothesis (H3) strengthen research from (20) which claims that the availability of strategic places will tend to influence purchasing decisions. Based on the results of partial hypothesis testing (H4), promotion significantly affects purchasing decisions.…”

Section: Resultssupporting

confidence: 69%

See 1 more Smart Citation

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

Susanti

Sugiat

Grace

et al. 2022

KSS

View full text Add to dashboard Cite

Ulos is one of the handicrafts which is one of the typical Indonesian clothing and has been developed from generation to generation by the Batak people, North Sumatra. The existence of Ulos handicraft products in the modern consumer market today cannot be separated from the efforts of Ulos artisans and Ulos marketers. This research is here to provide more profound knowledge related to aspects of the marketing mix (4P) which consists of elements of product, price, place and promotion on purchasing decisions of ulos handicraft products. The sample in this study amounted to 140 respondents who were determined by a convenience sampling approach. Data collection using a questionnaire instrument which is then distributed online. Data analysis using the SPSS application by displaying data processing results through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination, and hypothesis testing. Based on the results of data analysis, it is concluded that the marketing mix aspects of product, place and promotion have a significant influence on purchasing decisions. Then, the element of the marketing mix viewed from the part of price does not significantly affect purchasing decisions. With the presence of this research, it is hoped that it can provide additional information for Ulos artisans and Ulos business actors in developing a marketing mix with the marketing mix concept to make it more optimal. Keywords: Purchase Decision; Ulos Products; Marketing Mix

show abstract

Section: Resultssupporting

confidence: 69%

“…A business needs an ideal sales location to get the target market (19). This aims to describe easier access for consumers and customers who will buy and make purchases of products (20). The head office, warehouse, factory, physical store, branch office, and branch store are all included in this component of the marketing mix (21).…”

Section: Introductionmentioning

confidence: 99%

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

Susanti

Sugiat

Grace

et al. 2022

KSS

View full text Add to dashboard Cite

show abstract

“…A place's accessibility, convenience, and exibility are crucial in a consumer's purchase decision. This nding is also supported by researchers (Putra, Tarigan, et al, 2020 andWidyastuti et al, 2020), who contend that the right places are aimed at making the right products available for the right customers and that the place is usually reliant on the product, prices, and promotion because, without them, the right place for the product might not be bene cial. After all, each marketing mix is vital for the other to be successful.…”

Section: Correlation Analysismentioning

confidence: 64%

The Impact of 4P's of Marketing on Student's purchase decisions in University Mini Marts

Kasirye

2022

Preprint

View full text Add to dashboard Cite

Through the marketing mix, there are many ways of promoting a business, such as a supermarket or a mini-mart. The core function of the marketing mix in the current commercial world is to satisfy the customers' expectations and needs. Therefore, organizations offer promises through the marketing mix using tools such as the product, price, promotion, and place to attract customers and fulfill their expectations. Companies and organizations tend to give affordable prices on top of the quality products they sell to their customers. This study, therefore, aims to examine the Impact of the 4Ps of marketing on students' purchase decisions in university mini-marts. Specifically, the study assesses the levels of product quality, price, promotion, place, and purchase decision amongst IIUM university students. In addition, correlation analysis is run to determine whether there is a relationship between product quality, price, promotion, and place with purchase decisions among university students who shop at university marts. The study utilizes the Theory of Planned Behaviour to explain the relationships between the variables. The quantitative research design and survey method with a questionnaire as the tool for data collection were used in this research. A total of 170 IIUM students participated in this study. The study findings reveal that students tend to consider price and place as essential tools in buying from the university mini-marts. In addition, the students also revealed that they do not consider product quality and promotion when deciding to purchase from the university mini-marts because of the factors highlighted in the study. The Theory of Planned Behaviour is also supported in this study.

show abstract

“…The marketing mix according to (Thabit & Raewf, 2018) is a conceptual framework not just a scientific theory that explains the efforts of managers in making decisions to offer consumers. In addition, the marketing mix is also applied by the company as a sustainable marketing tool in order to achieve company goals (Widyastuti et al, 2020) with indicators/dimensions of product , price , place and promotion.…”

Section: Marketing MIXmentioning

confidence: 99%

Consumer Behavior Analysis at The de' Akur Rantauprapat Coffee Store

Hasibuan

Pristiyono

Zebua

2022

Quant. Econ. Manag. Stud.

View full text Add to dashboard Cite

Hanging out in a coffee shop for some consumers has become a necessity that is difficult to avoid. Hanging out is an interesting part of consumer behavior to study through marketing mix and hedonism. So the purpose of this research is to reveal the factors that influence consumer behavior and to find out which variables have the most dominant influence on consumer behavior. Quantitative descriptive research approach, the sample is determined based on the number of indicators as much as 1 5 x 10 = 1 5 0 samples and the author sets it to be 200 samples. The sampling technique used is simple random sampling. The data analysis technique used in this research is Smart PLS v 3.0 to predict the relationship between one construct and another. Based on the respondent's profile by gender, it is dominated by men, with the age above 31 years and the highest education being high school or equivalent, bachelor's and master's degree. The results of hypothesis testing, it shows that there is theoretical and scientific support that the marketing mix and hedonism variables and their indicators are very significant in influencing consumer behavior. The hedonism variable is the most dominant variable in influencing consumer behavior

show abstract

The Effect of Marketing Mix on Purchase Decisions

Cited by 13 publications

References 0 publications

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

The Impact of 4P's of Marketing on Student's purchase decisions in University Mini Marts

Consumer Behavior Analysis at The de' Akur Rantauprapat Coffee Store

Contact Info

Product

Resources

About