Marketing Mix Variables Research Articles

Faktor-faktor Marketing Mix yang Berhubungan dengan Keputusan Pasien Memilih Rawat Inap Rumah Sakit Manembo-Nembo Bitung

Background: Hospital marketing management is an effort that can be done to make utilization of hospital services higher and thus impact on the decision of patient choosing a hospital, the high and low desire of consumers or the public to use a hospital service product based on the application of the existing marketing mix. Research Methods: This study was an observational study with a cross sectional study design. The population in this study were patients from all classes of hospital care. The sample in the study was a sample that met the inclusion and exclusion criteria of 53 patients. The variables in this study were the marketing mix variable, namely: location, cost, personnel, promotion, physical evidence, products with the dependent variable, namely the decision to choose hospitalization. The research data were analyzed using univariate, bivariate and multivariate analysis and logistic regression statistical calculations. Presentation of data was made in table and narrative form. The research data were analyzed using univariate, bivariate and multivariate analysis and logistic regression statistical calculations. Data presentation was made in the form of tables and narratives. Research Results: The results showed that there was a significant relationship between the location and the decision to choose hospitalization with a value of p = 0.004, there was a significant relationship between costs and the decision to choose hospitalization with a value of p = 0.000, there was a significant relationship between personnel and the decision to choose hospitalization with a value of p = 0,000, there was no significant relationship between promotion and the decision to choose hospitalization with a value of p = 0.184, there was a significant relationship between the process and the decision to choose hospitalization with a value of p = 0.018, there was a relationship between the product and the decision choosing hospitalization with a value of p = 0.013 and there was no significant relationship between physical evidence and the decision to choose to be hospitalized with a value of p = 0.300. The results of the multivariate analysis showed that cost (p = 0.001) was the most dominant factor influencing the decision to choose to be hospitalized at Manembo-nembo Type C Hospital. Conclusion: The conclusion of this study is that the factors of location, cost, personnel, processes and products are related to the decision to choose to be hospitalized. The most dominant factor related to the decision to choose to hospitalization is cost.

The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University

Competition in the recruitment of graduate students is increasingly tight with the large number of tertiary institutions offering graduate education programs. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. This study aims to analyze the effect of the marketing mix on brand-image, motivation, and student decisions in choosing a graduate education at the Bogor Agricultural University (IPB) as the place to pursue graduate study. This study uses a causality approach with survey techniques to explain the causal relationship between marketing mix variables, brand image, motivation, and student decisions. The data of this study were collected using a questionnaire from 255 master program students of IPB. Structural Equation Modeling (SEM) is used to analyze the causal relationship between marketing mix with brand-image, motivation, and student decisions. The results showed that products, promotions, people, and physical evidence significantly influence brand-image. Product, place, process, people, physical evidence, and brand image have a significant influence on motivation. The product, promotion, process, people, brand image, and motivation influence the student’s decision. Policy-makers at IPB can consider the findings of this study, while developing a graduate education marketing plan, to increase the number of new students.

THE EFFECT ANALYSIS OF MARKETING MIX ON PURCHASE DECISIONS AND CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELING METHOD

Distros have been known by the general publicespecially millennial who are fond of the brandor brand image of a product. The number ofvery tight competition makes Lollypop ShopSurabaya as one of the distributions that are inneed of designing the right marketing strategy.The purpose of this study was to determine theeffect of 4P marketing mix variables consistingof products, price, place and promotion ofpurchasing decisions and customer loyalty asa consideration of business owners indetermining marketing strategies. Dataanalysis was performed using the StructuralEquation Modeling (SEM) method whichinvolved 120 respondents obtained from thepurposive sampling method. The results of theanalysis show that product and promotionvariables have a positive and significant effecton purchasing decisions. Price and placevariables have a positive but not significanteffect on product purchasing decisions.Product variable is the variable that mostinfluences the purchasing decision of LollypopShop Surabaya products with product variantsas the indicators most desired by consumers.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN WISATAWAN YANG MENGINAP DI SIESTA LEGIAN HOTEL (Studi Pada Wisatawan yang Menginap di Siesta Legian Hotel)

The purpose of this study was to analyze the effect partially and simultaneously between the marketing mix consisting of product, price, place, promotion, process, people, physical evidence variables towards the satisfaction of tourists who stayed at Siesta Legian Hotel. The analysis used is multiple linear regression and beta coefficients. The sample in this study were tourists who stayed at Siesta Legian Hotel, which amounted to 102 people. The sampling technique used was purposive sampling and quantitative analysis. Based on the results of data analysis, it can be seen that the partial effect of the product on tourist satisfaction is 42.3%, the price is 52.4%, the distribution channel is 53.8%, promotion is 43.8%, the process is 41.8%, people are 65.8% and the dominant variable is physical evidence with a value of 44.2% which indicates that the placement of rooms and and the atmosphere of the lobby has the value of the dominant variable. The coefficient of determination results or R2 shows the number 0.775, which means that as many as 77.5% of the marketing mix variables affect the satisfaction of tourists who stay at the Siesta Legian Hotel, while as many as 22.5% of tourist satisfaction staying at Siesta Legian Hotel is influenced by other variables. The conclusion of this study is that the marketing mix has a significant effect on the satisfaction of tourists who stay at Siesta Legian Hotel. The implications of this study are to provide benefits for hotels to pay more attention to the marketing mix used to increase the satisfaction of tourists who stay at Siesta Legian Hotel.

PENGARUH FAKTOR-FAKTOR BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN UNTUK MENGINAP DI HOTEL BINTANG LIMA KOTA PALEMBANG

The approach taken in this study is a quantitative approach in the form of associative because this study aims to explain the relationship between two or more variables, namely product, price, place, promotion, people, physical facilities, and processes (independent variables) to the decision to stay overnight (dependent variable ). The purpose of this study was to determine and analyze the effect of jointly and partially the marketing mix (product, price, promotion, place, people, and physical evidence) on the consumer's decision to stay at the Five Star Hotel in Palembang. The results of this study conclude, first, all marketing mix variables (products, prices, promotions, location, people, processes and physical evidence) have an influence on the decision to stay at a Five Star Hotel. Second, partially the product variable, price, promotion, people and physical evidence of the variable variable have a significant effect, while the Location and Process Variables have no significant effect on the decision to stay at a Five Star Hotel. Third, the Price Variable, has a dominant influence on the desires / decisions of consumers / customers / guests to stay at five-star hotels, especially at the Whyndam OPI Hotel and The Excelton Hotel Palembang. Based on the conclusion, the researcher gave a suggestion. first, the hotel manager recalculates the tariff / price set so that it can provide greater discounts, and improve hotel facilities including the design and comfort of hotel rooms. Second, adding hotel facilities including improving the quality of design and comfort of hotel rooms. Third, for further research, other variables can be added outside the marketing mix to complement the results of subsequent studies regarding the decision to stay at a five-star hotel.

PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA PENGGUNA OJEK ONLINE GRABBIKE DI KOTA KUPANG)

This study aims to analyze the influence of the Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on the Consumer Purchasing Decisions. The method used in this study is a quantitative method that is done through the stages of data collection, interpretation of data and appearance of results. Data collection techniques in this study are to use questionnaires. The population in this study was all people domiciled in Kupang City who had used online taxi bike of GrabBike. The technique sampling in this study using Non Probability Sampling with the method of Accidental Sampling, the sample used was 100 respondents .This research uses multiple linear regression analysis. The results show that the Product has a significant influence on the Consumer Purchasing Decisions, the Price has a significant influence on the Consumer Purchasing Decisions, the Place has no influence on the Consumer Purchasing Decisions, the Promotion has no influence on the Consumer Purchasing Decisions, the People has no influence on the Consumer Purchasing Decisions, the Process has a significant influence on the Consumer Purchasing Decisions, and the Physical Evidence has a significant influence on the Consumer Purchasing Decisions. The simultaneous test results in this study revealed that all Marketing Mix variables affect the Consumer Purchasing Decisions.
 Keywords : Marketing Mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) and Consumer Purchasing Decisions

ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI MELALUI VARIABEL CITRA MEREK PRODUK PIERO

The shoe industry in Indonesia collided with each other to strengthen its brand in various ways to attract consumer buying interest. This study was aimed to examine the efforts of the Piero brand to create a buying interest in consumers through several marketing mix variables as variables that represent independent and intervening variable brand image. The population of this research were the followers of the @piero_jateng_diy account who took 30 samples from followers of the account. The sampling used was purposive sampling. Data analysis in this study was using descriptive analysis, multiple regression test, determination coefficient test (R2), t test, F test, and path analysis test. Descriptive analysis had shown the average answer agreed on each tested variable, with a coefficient of determination (R2) of 91.3% and multiple regression resulting in a regression equation Y = -1.360+ 0.282 X1 + 0.383 X2. The first to third hypotheses test which used the t test showed the effect of significance below 0.05 and test the four hypotheses used the F test to showed the effect of independent variables on the dependent variable with a significance below 0.05. The fifth hypotheses test was using path analysis test to produce that mediating variables can provide indirect influence on independent variables on the dependent variable.Piero must strengthen in terms of the availability of goods, easy to remember the Piero brand in the minds of consumers and strengthen it to make Piero one of the consumers' choices.

Mazaraat Cheese Consumer Purchasing Decision

This study aims to identify the characteristics of Mazaraat consumers, analyze the influence of customer perceived value (CPV), brand awareness, consumer knowledge, and marketing mix on Mazaraat cheese consumer purchasing decisions, and develop appropriate managerial implications to improve Mazaraat consumer purchasing decisions. The study used 158 local Mazaraat consumers as respondents surveyed using a questionnaire and the data obtained were processed using SEM-PLS. The results showed that customer perceived value, brand awareness, and product variables had a positive and significant influence on purchasing decisions. Meanwhile, the variables of consumer knowledge, promotion, price, and location did not have a significant influence on purchasing decisions. Overall, the product has the most significant direct and indirect influences on purchasing decisions for Mazaraat cheese. The companies should pay attention to the marketing mix variables and other connecting variables to improve the purchasing decisions of Mazaraat cheese. Keywords: Artisan cheese, Brand awareness, Customer perceived value, Consumer knowledge, Marketing mix, Purchase decision * School of Business, IPB University, Jl. Raya Padjajaran, Bogor 16151, Indonesia ** Department of Family and Consumer Science, IPB University. Jl. Kamper, Wing 4 Level 5, Campus of IPB Dramaga Bogor 16680, Indonesia https://doi.org/10.21632/irjbs.13.1.81-98

An Investigation of Participation Banking Performance in Turkey From Costumer Perspective: The Case of Kocaeli Province

The growth performance of participation banks may not be interrupted after a certain threshold, but it is possible to develop strategies that are sustainable and consistent with market dynamics. Investigating the reasons for which customers prefer these institutions and what their expectations are and analyzing the data obtained from these researches are important for the development of consistent strategies. With an investigation throughout Turkey in general, the reasons why customers prefer participation banks can be identified in order to improve basis for policy implementation. As a step towards carrying out such a research, it is aimed to investigate the reasons for preferring participation banks in Kocaeli. In the study, necessary data were collected and analyzed with the help of quantitative and qualitative research methods. Firstly, in-depth interview method was used in qualitative research to obtain the necessary information from 12 customers working with participation banks in the long-term. Secondly, the questionnaire method was used to collect information from a wider customer sample regarding the factors that are important for working with the participation banks. 407 healthy questionnaires were analyzed and interpreted and 5 main factors such as religious factors, service quality variables, social environment impact, financial variables and marketing mix variables were found to be effective in participation bank preference. The findings of this study, which is an exploratory research feature, give compatible results with the literature and it is thought that it will guide future studies.Keywords: Islamic Economy, Participation banking, Islamic banking, participation bank, customer preferences

Marketing mix development analysis of preserved tongkol (Euthynnes affinis) on customer satisfaction in Malang, East Java, Indonesia

Knowledge on consumer awareness can offer some marketing recommendations. Various factors of interpretation and expectation can influence the complexity to fulfill daily needs. Consumer behavior in purchasing will reflect their response to product, price, promotion, place, and people. Examining consumer behavior will assist in product development, pricing, distribution, promotion, and improving the quality of market. This research was aimed to investigate: 1) the expectations and perceptions of consumers, 2) the impact of each marketing mix indicator of consumer satisfaction, and 3) the dominant marketing mix variables. The consumer expectations of quality standards of preserved tongkol fish were described based on the color, appearance, shape, temperature, texture, flavor, ripeness, and taste of preserved tongkol. The results showed that marketing mix influenced about 61.4% of customer satisfaction on preserved tongkol fish (Euthynnus sp) in Malang. Partially marketing mix that includes product, promotion, place, and people significantly influenced the consumer satisfaction. The most dominant marketing mix in consumer satisfaction was a product.

MARKETING MIX DAN TINGKAT MARGIN DALAM PENGAMBILAN KEPUTUSAN PEMBIAYAAN PADA NASABAH BANK SYARIAH

<p class="Abstract"><strong>Abstract</strong></p><p><em>The purpose of this study was to determine the effect of the marketing mix and margin levels on customer decisions. The design and methodology of this research is field research where the authors make observations to obtain the required data. Data is collected by giving questionnaires to customers who have several financial activities at the bank. The sample of this study was 100 respondents. The results showed that of the five Marketing mix variables, several variables significantly influenced customer interest, such as product, price, promotion, and margin level. However, place variables do not significantly influence customer decisions. Although not all marketing mix variables significantly influence customer interest, the marketing mix is still important for Islamic banks to attract customers</em></p>

Analisis Bauran Pemasaran Dalam Kaitannya Dengan Kepuasan Konsumen Dan Pengaruhnya Terhadap Keputusan Pembelian (Studi Kasus Penjualan Mebel Pada PT Multi Manunggal)

A Company’s main objective when running a business is to achieve the highest possible profit and sales and to develop markets all circles by performing campaigns and provide attractive offers to the consumer that the products sold by the company attract attention from consumers and companies acquire more consumers. If the company able to deliver what consumers want and making consumers satisfied with products that are produced by the company, then consumers will always buy the products that are sold by the company. The purpose of this research is to know how to influence the marketing mix to the satisfaction of the customer, to find out how the marketing mix of influences purchasing decisions, and to find out how the influence of customer satisfaction on purchasing decisions. As for the marketing mix variables, consumer satisfaction, and purchasing decisions will be identified and quantified the extent of the influence of these variables. The evaluation results in this study show that purchasing decisions on PT Multi Manunggal furniture can be influenced by the marketing mix and customer satisfaction by way of perfecting all activities such as good skills, knowledge, and expertise as well as discipline which are enforced programmatically by the company, to achieve optimal results. As for the marketing focused by PT Multi Manunggal, marketing mix of quality will be effecting positively the purchasing decisions and consumer satisfaction on an ongoing basis.

The influence of marketing mix and service quality of Puskesmas Bojong Nangka against BPJS patient satisfaction

This study aims to analyze how the influence of the service marketing mix in this product, price, promotion, location, people, physical evidence, and the process, and the quality of health services in this case direct evidence (tangibles), reliability, responsiveness, assurance, and empathy at the Puskesmas Bojong Nangka\, Gunung Putri District, Bogor Regency towards patient satisfaction BPJS. The research method used a cross-sectional or cross-sectional descriptive analysis method. The place of research was at the Puskesmas Bojong Nangka, Gunung Putri, Bogor. The research sample amounted to 100 people. Data collection techniques are questionnaires and observations. Analysis of research data is by the Multiple Linear Regression test with Y1 = 1.515 + 0.064X1 + 0.073X2. The study concludes that the marketing mix and the quality of health services affect the satisfaction of BPJS patients in partial and both. Puskesmas quality variables more influence BPJS patient satisfaction compared to service marketing mix variables.

GREEN MARKETING MIX BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIG TREE FARMS DI LOTUS FOOD SERVICES

The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities. This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products. The research sample was determined by a purposive sampling method of 125 consumers. Data collection was carried out by distributing questionnaires to consumers of Big Tree Farms products at Lotus Food Services Jimbaran, Badung. The data analysis technique in this study used multiple linear regression analysis. The conclusions from the results of the study are, Green marketing mix (green product, green price, green place and green promotion) has a positive and partially significant effect on the purchasing decisions of Big Tree Frams products at Lotus Food Services Jimbaran, Badung.
 Keyword : Green Marketing Mix,Buying Decision

Point-of-Sale Marketing Mix and Brand Performance – The Moderating Role of Retail Format and Brand Type

We study differences in the effects of prices, non-price promotions, and brand line length on brand shares at different retail formats. Our conceptual framework rests on the presence of trip level fixed and category level variable utility components and shows how the trade-off between these components results in (i) different formats visited on different types of shopping trips; and (ii) differential marginal sensitivities of brand shares to changes in marketing mix variables across trip types. Together, these provide predictions on how marketing mix variables differentially impact brand shares at various retail formats. We use Nielsen Homescan and store level data from 2011-2014 and analyze the top ten spending product categories across four retail formats - convenience stores, drug stores, supermarkets and mass merchandisers, in over 200 Nielsen markets. We then describe how our findings linking the effects of marketing mix variables with different retail formats has implications for brand manufacturers.

Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types

The authors study differences in the effects of prices, nonprice promotions, and brand line length on brand shares at different retail formats. Their conceptual framework rests on the presence of trip-level fixed and category-level variable utility components and shows how the trade-off between these components results in (1) different formats visited on different types of shopping trips and (2) differential marginal sensitivities of brand shares to changes in marketing-mix variables across trip types. Together, these provide predictions on how marketing-mix variables differentially affect brand shares at various retail formats. The authors use Nielsen Homescan and store-level data from 2011–2014 and analyze the top ten spending product categories across four retail formats—convenience stores, drugstores, supermarkets, and mass merchandisers—in over 200 Nielsen markets. Implications for brand manufacturers managing the marketing mix across different formats are offered. JEL codes: M310, L11, D4

Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian

This study was conducted to examine the effect of the sharia marketing mix variables and halal label on purchase decisions at d'BestO city of Bogor. This study uses a quantitative method. The sample was 86 respondents who are consumers of products d'BestO in Bogor. Analysis of the data used in this research is multiple regression analysis. The results of this study show that: sharia marketing mix significantly influence the purchase decision is evidenced bythat the value of the variable t on sharia marketing mix is 4.090 with a significance level of 0.000. Because the value of t is greater than t table is 4.090 > 1.988 and 0.000 significance value <0.05. And halal label significantly influence the purchase decision is evidenced by the value of the variable t on halal label is 3.739 with a significance level of 0.000. Because the value of t is greater than t table is 3.739> 1.988 and 0.000 significance value <0.05. sharia marketing mix and halal label jointly significant effect on purchase decisions this is evidenced by the significant value of the smaller F-test of 0.05 is equal to 0.000 (0.000 <0,05) so that it can be concluded that the sharia marketing mix and halal label significant influence on purchase decisions.

Analysis of the influence of marketing mix on the sales online of processed products salak (Sallaca zalazza (Gaert.) Voss.)

The increasing of internet usage now is a new business opportunity by providing online stores, including SMEs UD. Cristal Yogyakarta. UD. Cristal has some obstacles, there are the salak processed products that are not widely known, the level of online sales has not been maximized and it is still fluctuating. This study aims to identify the marketing mix that influence the level of sales online of the salak processed products and prioritize the improvement of the best marketing mix strategy for UD. Cristal is based on a marketing mix that influences and readiness from UD. Cristal. Data analysis used in this research is the classical assumption test, multiple linear regression, simultaneous test (F-test) and partial test (t-test). Based on this research, it was found that the marketing mix simultaneously had a positive significant effect on the level of sales online of the salak processed products with a value (adjusted R2) is 59,4%. And then partially, four out seven marketing mix variables have a positive significant effect on the level sales online are the product, promotion, process/services, and physical evidence. Priority improvement of online marketing mix UD. Cristal consists of repairing service facilities, improving physical evidence on online stores, developing promotional methods through the internet, adding promotions in the form of discounts, and product development. A post-publication change was made to this article on 11 Mar 2020 to correct the conference title in the PDF header.

Economic Order Quantity Model for Two Generation Consecutive Technology Products under Permissible Delay in Payments

In this article, we discussed optimal replenishment policies for two succeeding generations' technology products under partial trade credit financing. It is often seen that in technology market, advanced generation product plays an important role in cannibalising the market of existing generation product. Thus, precise estimation of demand of technology generations' product is critical for taking any policy decisions. Demand estimation of technology products is a complex process, as the consumer buying behaviour of technology generational products is not only depends on marketing mix variables but also associated with the time-to-market phenomenon of new technologies. In technology market, interaction among users of different generational products controls the rate of substitution of older technology products with the new one. Therefore, due to the substitution nature of demand of multi-generation product, it is important to incorporate the interaction-substitution effect in replenishment policies for this kind of products. We used life cycle dynamics to project demand rates of technology generations. In this paper, we formulate the total cost function for five different situations depending upon the new generation introduction timing and length of the trade credit period. A detail sensitivity analysis is been performed to explore the efficacy of the model in a given situation.

Testing Marketing-Mix Effects on Consumer Ratings of Swedeshi Brand: The Case of Patanjali Ayurved

This research assesses the impact of marketing mix elements on consumer ratings and satisfaction towards Patanjali Ayurved. The empirical methodology involves a two-stage statistical process where an exploratory factor framework reduces assorted marketing mix variables into a few summary factors at first, and an ordinary least square (OLS) technique of cross-section regression estimates their impact on consumer ratings after that. The analysis finds that consumers have high-quality perceptions about Patanjali Ayurved. The study suggests more product innovation and radical improvement in existing product lines in terms of cost, quality and performance to scale up the market share of Patanjali in India. Moreover, a logically designed strategic framework covering the extensive distribution network; stretched product range; diversified product mix and more efficient strategic alliances with other retailers can create new market space for Patanjali to challenge the hegemony of multinational brands in a fast-developing FMCG market space of India.