Marketing Mix Variables Research Articles

The Influence of The 7P Marketing Mix Strategy and Digital Marketing on Car Purchasing Decisions at PT. Hadji Kalla Toyota Palopo Branch

Marketing mix helps companies design marketing strategies by paying attention to product, price, distribution, and promotion, while digital marketing uses digital technology to reach consumers directly, both work together to create brand awareness, influence consumer perceptions, and facilitate the purchasing process, influencing purchasing decisions consumers positively. This research aims to determine the influence of 7p marketing mix and digital marketing on car purchasing decisions at Pt. Hadji Kalla Toyota Palopo Branch, either partially or simultaneously. The research approach used in this research is a quantitative approach, namely a direct survey using data collection through questionnaires and observation. The research results show that (1) Marketing mix has no effect on purchasing decisions, with a calculated t value of the marketing mix variable of 1.201 < t table value (1.678) and a sig. 0.312 > 0.05. (2) Digital marketing has a significant positive effect on purchasing decisions, with a calculated t value for the digital marketing variable of 2.553 > t table value of 1.678 and a sig value. 0.014 < 0.05. And (3) Marketing mix and digital marketing simultaneously (together) have a significant effect on purchasing decisions with a calculated F value of 20.233 and a significance of 0.000 < 0.05.

The Effect Of Green Marketing Mix On Purchase Intention Of Ecoprint Fashion With Environmental Awareness As A Mediating Variable In Generation Z On Social Media

This research aims to examine the influence of the Green Marketing Mix on Purchase Intention for ecoprint fashion with Environmental Awareness as a Mediating Variable in Generation Z on Instagram Social Media, with a sample size in this study of 200 Gen Z respondents on Instagram social media. Data collection in this research was done by distributing questionnaires. This analysis technique uses the Structure Equation Model (SEM-PLS) using the SmartPLS 3.0 program with outer modelmeasurements: convergent validity, discriminant validity, reliability test, and inner model measurements; Coeficient Determinant of (R2), Significance (tvalue). The results of this research show that green marketing mix has a significant effect on purchase intention, green marketing mix has a significant effect on environmental awareness, environmental awareness has a significant effect on purchase intention and there is an indirect effect between the green marketing mix variables on purchase intention through environmental awareness.

PATH ANALYSIS OF FACTORS INFLUENCING CASHLESS SOCIETY DEVELOPMENT USING BOOTSTRAP RESAMPLING

Path analysis can be applied to various fields, one of which is the field of banking economics. This study is aimed to examine what factors significantly affect the development of cashless society both directly and indirectly. There are many studies related to the development of cashless society but there has been no research that analyzes the relationship between marketing mix variables, such as product, price and promotion, with the development of cashless society. The data used came from the results of questionnaires with respondents of bank customers in Jakarta. Direct influence tests are carried out using bootstrap resampling hypothesis tests so that they are free from data distribution assumptions. It was found that product and digitalization of electronic money had a significant direct effect on the development of cashless society while price had a significant indirect effect on the development of cashless society.

The Influence of Marketing Communication Mix on Decisions to Purchase Room Services

Purchasing decisions refer to the process by which consumers make decisions to buy certain products or services after evaluating the various options available. This activity is one of the utilization of promotional activities carried out by a company. Where in the promotion there are forms of promotion that are incorporated in a marketing communication mix. Marketing communication mix is a form of marketing that is done to attract relationships with consumers while still paying attention to communication values that are useful for building good relationships with consumers. The main objective of this research is to find the correlation between marketing communication mix and the decision to purchase room services. This research uses quantitative methodology with a causal associative approach. Data collection was carried out by distributing questionnaires to respondents in the form of google forms. A total of 165 respondents were surveyed using a Likert scale, and the majority of visitors were in the age range of 26 to 35 years. The data was analyzed using Partial Least Square Structural Equation Modeling. The results showed that F was calculated with sig. 0.000 <0.05, then the marketing communication mix variable has a significant influence on purchasing decisions. Furthermore, R Square is 0.608. This means that the marketing communication mix influences purchasing decisions by 60.8%. This study found that marketing communication mix is an important factor in improving purchasing decisions.

THE INFLUENCE OF PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE, PROCESS AND PHYSICAL EVIDENCE ON GENERAL PATIENT SATISFACTION IN THE INPATIENT UNIT OF THE ELIM HOSPITAL IN RANTEPAO, NORTH TORAJA REGENCY

This study aims to analyze the influence of product, price, place, promotion, people, process and physical evidence on general patient satisfaction in the inpatient unit of Elim Rantepao Hospital, North Toraja Regency. The population of this study is 15,798 general patients, of which 375 were taken as samples. The results of the analysis showed that there was a significant influence of the dimensions of Product, Price, Place, Promotion, People, Process, and Physical Evidence on General Patient Satisfaction in the Inpatient Unit of the hospital. The analysis also showed that the 7P Marketing Mix variable of the people dimension had the most influence on patient satisfaction at the hospital with an Exp value (3,395). The chi square p-value test of 0.747 0.05 was used to test the significance value of the dimension of Place on the overall satisfaction of general patients. This study is expected to provide benefits and can provide input from hospitals to improve the quality of hospital services and marketing.

The Influence Of Marketing Mix On Purchasing Decisions On Umkm Products Malaysian Chips Reynia

This research is motivated by the researcher's observation of the marketing mix, which is a marketing strategy carried out to influence consumer purchasing decisions. This study aims to describe the marketing mix, purchasing decisions, and analyze the effect of marketing mix on purchasing decisions on Malaysian Reynia chips MSME products. The research method used in this research is a quantitative method with a causal associative approach. The population in this study were all Malaysian chip MSME customers with an unknown number. The sampling technique used was purposive sampling. Data collection was carried out with a Google form and using a Likert scale that had been tested for reliability validity. Data were analyzed by descriptive and correlation analysis. Based on the results of statistical calculations on marketing mix variables seen from product and price indicators with a percentage of 29%, the most dominant is the consideration of consumers in making purchasing decisions on Malaysian Reynia chips MSME products. The results of the research were conducted using Pearson product moment correlation analysis, it is known that the correlation coefficient of marketing mix (X) with purchasing decisions (Y) is 0.740 which is included in the strong category. The results of the hypothesis test obtained tcount> ttable, namely 8.926> 1.668 and a significance value of 0.000 <0.05. It can be concluded that there is a significant relationship between the marketing mix and purchasing decisions and the hypothesis results are Ha accepted and Ho rejected.

Analisis Bauran Pemasaran dalam Upaya Meningkatkan Partisipasi Anggota di Koperasi Karyawan Sejahtera Universitas PGRI, Yogyakarta

The existence of cooperatives as the center of economic activity for most Indonesians has begun to be displaced by competitors such as more modern shops and mini markets. Therefore, improving the quality of service and member participation in the cooperative is important in improving its business. Researchers conducted research using qualitative methods and used descriptive statistics to determine the marketing mix and member participation in the Sejahtera Employees Cooperative, PGRI University, Yogyakarta. The sampling technique used was simple random sampling with a total of 30 respondents. There are twenty-six indicators which fall into ten dimensions and two variables. In conveying messages about their products to consumers, all dimensions of the marketing mix variables and member participation in the Sejahtera Employees Cooperative, PGRI University, Yogyakarta fall into the very high category. The dimension with the best score is the place with a score of 4.98. Meanwhile, the dimension with the lowest score is processed with a score of 4.57. This shows that the Prosperous Employee Cooperative, PGRI University, Yogyakarta has implemented the 7P marketing mix and member participation well.

The Effect of Islamic Marketing Mix, Service Quality and Product Quality on Consumer Loyalty of Microfinance Institution: Does Perceived Value act as mediator?

The competition among financial institutions for customers is fierce. Moreover, the majority of people in Indonesia prefer giant financial institutions that are considered more competent and safe in their financial affairs. This makes some microfinance institutions such as BMT NU East Java have to try very hard in getting customers. BMT NU East Java must formulate the right strategy to get new customers and make customers loyal. This research aims to gain a great understanding on how consumer is loyal to microfinance institution and which one from Islamic marketing mix, service quality, product quality and perceived value, became variable that influence consumer loyalty. The research is quantitative research and conduct at BMT NU Jawa Timur. The data is collected from 200 consumer of BMT NU. This study is quantitative research with 200 BMT NU Jawa Timur customer samples. It uses non-probability sampling and the Data collected will be analyzed with the help of SPSS software to get statistical techniques for correlation and regression (validity test, reliability test, classic assumption test, path analysis, t-test, trimming test. The result shows that service quality and product quality were variable which most affect consumer loyalty. Perceived value also can mediate Islamic Marketing mix, service quality, and product quality variables on customer loyalty. In this case, the loyalty of consumer can be created with giving more responsiveness and empathy to consumer. It also can be created with great reliability and performance that exist in the microfinance product. The results of this research can be applied by BMT NU East Java by strengthening services and financial products to gain customer trust. This research can be a reference for other researchers who want to research Islamic microfinance by providing additional variables and different points of view

The Impact Marketing Mix on Indigenous Business Development in Uzbekistan: A Regression Analysis

This study investigates the formulation of a marketing strategy framework specifically designed for small and medium-sized enterprises (SMEs) in Uzbekistan. SMEs have several obstacles in establishing brand awareness, enticing clients, and optimizing financial profits in the current fiercely competitive business landscape. To surmount these challenges and maintain expansion, SMEs can utilize the extended marketing mix approach, which comprises the elements of product, price, place, promotion, people, process, and physical evidence. This study employed a blend of descriptive and exploratory research methodologies, integrating both quantitative data-gathering approaches. A survey was undertaken to assess the perspectives of entrepreneurs about the implementation of marketing mix strategies SMEs. The study examined the influence of the correlation between marketing mix variables on the development of SMEs through regression analysis with the help of STATA software. The results emphasized the significance of integrating marketing mix elements for SMEs to improve their marketing endeavors, foster brand loyalty, and get a competitive edge. This study enhances comprehension of marketing strategies for small and medium-sized firms in developing economies such as Uzbekistan and offers valuable insights for policymakers and entrepreneurs in promoting the expansion of SMEs in the economy.

THE EFFECT OF MARKETING MIX ON PURCHASE DECISIONS AT MIXUE

There is a phenomenon of massive expansion by Mixue in Indonesia. The Mixue company has proven to be aggressive in expanding new outlets in Indonesia. According to one expert in marketing strategy, the mixue-ization phenomenon occurred because Mixue succeeded in applying the concepts of marketing strategy appropriately. In this case, Mixue succeeded in using the four marketing mix variables namely price, product, place, and promotion well. However, along with its development to dominate the market share quite rapidly, Mixue now looks only crowded for a moment and many outlets are threatened with closure.This study was conducted with the aim of analyzing the effect of marketing mix 7P on purchase decisions at Mixue Mojokerto Outlet. The data analysis used in this study used SEM-PLS analysis with the WarpPLS approach. The use of the PLS method as an analysis technique has the advantage that the sample used does not have to be large and can be used in developing a theory. The sample used amounted to 50 respondents who were consumers with more than 17 years of age with minimum one time purchasing at Mixue Mojokerto Outlet. The sampling employed nonprobability with a purposive sampling technique. The results of this study indicate that product, price, place, promotion, people, process and physical evidence has a positive and significant effect on purchase decision at Mixue Mojokerto Outlet

Marketing strategies and halal labels on Non-Food Products in Indonesia

For Muslims, whether a product is haram or halal is fundamental and very important. The halal label on a product can now be categorized as an important thing due to the high number of Muslim populations in the world. This increase is accompanied by increasing awareness of consuming halal products, especially in Indonesia. Apart from food products, the halal label has also become a trend for other non-food products, such as cosmetics, medicines, toiletries, perfume, etc. This research aims to determine the relationship between marketing mix variables and halal labels on purchasing decisions for non-halal products in Indonesia, either partially or simultaneously. This research used a sample of 100 Muslims spread throughout Indonesia. Data collected in the form of a questionnaire was analyzed using multiple linear regression analysis with the help of the SPSS application. The research results show that partially, the product, place and halal label variables have a positive and significant effect on purchasing decisions, while price and promotion have no effect. However, when all variables were tested together, the results were found to have a positive and significant effect.

Exploring the communication strategies in baby food supply: Differences between online and retail sales of baby milk

ABSTRACT The aim of this paper is to evaluate the variety and depth of the infant formula of milk products (IMP) assortment within the category of baby food comparing two different distribution channels. The marketing mix variables and communication strategies of 3066 references of IMP portfolio were collected directly in-store of large retail chain in the North-West of Italy and on the websites of the major baby food producers. Differences in the assortment composition were determined by considering two product lines, powdered and reconstituted milk (liquid), as well as considering milk categories according to their specialties, origin, packaging, and claims communicated on the product packaging. The results show heterogeneity in the assortment composition of IMP between the two considered channels, which differ in terms of product types and prices. The online channel focuses mainly on satisfying specific consumer needs through the offer of high value-added products. The IMP’ assortment planning is oriented to the exaltation of product nutritional value and safety, to the detriment of quality certifications and product’s origin communication. This research provides concrete tools to managers to improve the IMP planning and communication strategies for a successful sales policy.

The Influence Of Marketing Mix And Brand Awareness On Banking Customers' Interest In Using Home Ownership Credit Services

The purpose of this study is to ascertain whether social influence, brand awareness, and sharia marketing mix influence the choice of sharia house ownership financing. Customers who select Sharia KPR items make up the research population. Purposive sampling was the method of sampling employed by the researchers. 100 persons were chosen as the sample size by the researchers. In this study, a questionnaire was utilized as an instrument by the researcher to collect the required data. In this study, the researcher used a quantitative research methodology. data interpretation and analysis with SPSS 23.0 software. The analysis results indicate that the three variables studied, namely social, brand awareness, and sharia marketing mix, significantly influence the decision process for selecting sharia bank customers. Brand awareness also has a significant effect, with a significance level of 0.000. Likewise, the sharia marketing mix variable also has a significant impact. In addition, the F test results show that simultaneously, social variables, brand awareness, and the sharia marketing mix have a significant influence on the decision process for selecting sharia bank customers, as evidenced by the F value of 35.5. These findings illustrate that the combination of these factors as a whole has a strong role in shaping customer preferences for Islamic banking products or services. The author suggests that future research add other variables so that this research can further develop for the academic world in the future. So in this case, it is hoped that the bank needs to understand the social conditions of the target market as a form of marketing research to win the sharia banking market share. Can increase brand awareness in the community to win market share.

THE ANALYSIS OF SERVICES MARKETING MIX ON STUDENTS' DECISIONS IN CHOOSING UNIVERSITAS MUHAMMADIYAH SIDOARJO

In a highly competitive market, companies and service providers, especially those in higher education, may experience frequent shifts in consumer preference. The marketing mix strategy of the 7Ps, which consists of promotion, product, place, price, people, process, and physical evidence, can have a significant impact on a student's decision to choose a university. This study used a descriptive quantitative research method, utilizing a Likert scale survey distributed to 89 respondents. The survey measured variables such as promotion, product, location, price, people, process, and physical evidence. Multiple regression analysis was conducted, and the F-test and t-test were used with a 90% confidence level and a value of ὰ = 0.05. The regression coefficient of determination revealed that the independent variables explained 68.7% of the dependent variable (student decision). The variable of people had the highest value of 0.689 on the standardized coefficient, making it the most influential among the independent variables. The study concluded that the 7P marketing mix variables, particularly promotion, product, location, people, and physical evidence, positively and significantly impact a student's decision to choose Universitas Muhammadiyah Sidoarjo.

The Influence of The Marketing Mix on Educational Decision-Making is a Fascinating Area of Study

AbstractThis research employs a quantitative approach, utilizing a survey method as its chosen research design to investigate factors influencing students' decisions in choosing private junior high schools in Sekupang Subdistrict, Batam. Through the distribution of questionnaires to 159 students in the specified area, data is collected on various marketing mix components and their correlation with school choice decisions. The collected data undergoes rigorous multilinear regression analysis using the SPSS tool, employing statistical methods to test formulated research hypotheses and establish relationships between marketing mix variables and school choice decisions. The interpretation of results is presented, drawing meaningful conclusions and offering implications and recommendations for further development in the context of private junior high school selection. The final stage encompasses the meticulous creation of a research report adhering to scientific standards, comprehensively detailing the research stages, findings, data analysis, conclusions, and recommendations. This study contributes to a quantitative understanding of the multifaceted factors influencing students' decisions in the specified educational context.

The mediating effect of perceived value on customer loyalty of BMT NU East Java

Purpose – The purpose of this research is to analyze and examine the effect of Islamic marketing mix, service quality, and product quality on BMT customer loyalty, with perceived value as a mediating variable.Methodology – This study is a quantitative research with 200 samples of BMT NU East Java customers. It uses non-probability sampling, and data collected will be analyzed with the help of SPSS software to obtain statistical correlation and regression techniques (validity test, reliability test, classic assumption test, path analysis, t-test, and trimming test).Findings – The results show that service quality and product quality have a significant effect on perceived value and customer loyalty, while the Islamic marketing mix has no significant effect on perceived value and customer loyalty. Meanwhile, perceived value has a significant effect on customer loyalty. Perceived value can mediate the Islamic Marketing mix, service quality, and product quality variables in customer loyalty.Implications – This research provides input for related parties, especially BMT NU East Java and every further Islamic financial institution, to optimize services and financial products to get more attention from customers, both new customers and old customers.Originality – There is no research that discusses microfinance (BMT NU) using perceived value, product quality, service quality, and Islamic marketing mix as variables. These variables are variable that have most effect on loyalty of microfinance’s consumers.

The Effect of Marketing Mixes on Customer Purchase Decisions on Prudential Companies of Bandung Branch Office

At present, the sales competition for insurance products has increased dramatically starting in the last few years. In addition, competition began to become even more fierce, marked by the ASEAN Economic Community (MEA) organization, which started its activity in early 2016. Insurance sales competition was assumed to be more fierce with the presence of MEA. Some insurance companies expected to experience a decline in sales due to emerging competition. It will not occur only with domestic insurance companies but also with insurance companies from countries that are members of ASEAN. With the increasing competition, it is estimated that insurance sales will decrease, but the opposite increase in sales happens at Prudential. The author seeks to help other insurance companies increase insurance sales by conducting research at Prudential to try to find out the cause of the increase in sales.This research was made and conducted based on a literature review that was used as a reference in the preparation of research. References used by the author are in the form of theories about consumer behavior, marketing mix, insurance concepts, marketing mix concepts, and research that has been done before this study.This study aims to determine whether the marketing mix has an influence on insurance product purchasing decisions at the Prudential Bandung branch office. Research belongs to quantitative research and, based on its objectives, is classified as descriptive studies. The sample is determined by the Accidental Sampling technique, which is one of the techniques belonging to the Non-Probability Sampling Method by selecting individuals who are easier to find with a total sample of 96 respondents generated through calculations in the sampling technique. Data were collected using questionnaires and analyzed using descriptive analysis and multiple linear regression analysis. Research and testing were carried out assisted by using the SPSS program ver. 22.From the results of the study, it was found that product variables and process variables are elements of the marketing mix that have the most significant influence on purchasing decisions. Other results from the study indicate that seven marketing mix variables simultaneously influence customer purchasing decisions.

MARKETING MIX EFFECT TOWARDS CONSUMER SATISFACTION AND ITS IMPACT ON LOYALTY:

The purpose of this study is to analyze the effect of 4P’s marketing mix (product, price, place, promotion) on consumer satisfaction and analyze the effect of satisfaction on consumer loyalty. This research involves quantitative data collection by distributing questionnaires to a purposively selected sample of 100 consumers of Jeruk Pecel Tulen soy sauce in Surabaya City. The analysis method used is the PLS-SEM (Partial Least Square – Structural Equation Modeling). The results showed that the 4P’s marketing mix variables have a positive relationship with consumer satisfaction, but not all of them have a significant effect. The variables of product and price have a positive and significant effect on satisfaction, while the variables of place and promotion do not have a significant effect on the satisfaction of consumers. Furthermore, satisfaction has a positive and significant effect on consumer loyalty of Jeruk Pecel Tulen soy sauce. The limitation of this study is that other variables can measure customer satisfaction and loyalty besides the marketing mix. However, conducting this research can provide insights for future research in helping companies build stronger relationships with consumers, increase consumer loyalty, and ultimately drive business growth.
 Keywords: Marketing Mix; Consumer Satisfaction; Consumer Loyalty

Effect of marketing mix on the purchase decision of wall's cornetto ice cream

Competition in the food industry is getting tougher. The growth of the food industry in the third quarter of 2022 reached 3.57%. Therefore, companies need marketing strategies to maintain good relations between corporations and consumers. The marketing strategy that can be used is the marketing mix, which consists of product, price, location, and promotion variables. This study aims to determine the effect of the marketing mix on purchasing decisions for cornetto ice cream. The sample used was 100 people using an online questionnaire. The method used in this research is descriptive-quantitative. The data testing in this study used SPSS 25 software. Testing the data begins with the validity and reliability tests to obtain valid and reliable results. Then, the data were analyzed using simultaneous and partial tests. In the simultaneous test, the results showed that the marketing mix variables simultaneously positively affected the purchasing decision for cornetto ice cream. In the partial test, the results show that all the marketing mix variable partially has a positive effect on the purchasing decision of Cornetto ice cream. The coefficient of determination obtained in this study is 0.661, meaning that the dependent variable, namely the purchase decision, is influenced by the independent variable by 66%. In comparison, 44% is influenced by other variables. Based on the results of this study, PT. Unilever Indonesia Tbk must continue to improve the quality of cornetto ice cream products, adjust prices appropriately, choose strategic locations, and display attractive promotions.

ANALYSIS OF THE INFLUENCE OF MARKETING MIX VARIABLES ON DECISIONS TO PURCHASE A SUBSIDIZED HOME (Case Study at Taman Argopuro Indah Housing Banyuwangi)

PT Argopuro Pratama Sentosa is a real estate company in Banyuwangi Regency. Analysis of the Effect of Marketing Mix Variables on Subsidized House Purchase Decisions (Case Study in Taman Argopuro Indah Housing, Banyuwangi) is important to study along with the increasing proportion of households living in subsidized houses. Interviews, distribution of questionnaires, and documentation were used as data collection techniques. The sampling technique for this study used an accidental sampling technique, namely as many as 78 consumers at Taman Argopuro Indah Housing Complex. Data analysis methods in this study are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, coefficient of determination test, f test, and t test. Based on the results of the F test, it shows that the marketing mix variables (price, location, product quality, and promotion) together have a positive and significant influence on the buying decision of subsidized housing. Based on the results of the t test, it can be seen that the variables of price, location, product quality, and promotion have a partially positive and significant effect on the purchase decision of subsidized housing.