The Influence of Marketing Strategy and Marketing Mix on Marketing Performance of Ready to Drink Beverages Through Brand Image

• Autores: Daman Sudarman, Nor Lailla
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 9, 2023 (Ejemplar dedicado a: Continuous publication; e03539)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i9.3539
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen

  • Purpose: The purpose of this study is to determine the effect of Marketing Strategy and Marketing Mix on Marketing Performance with Brand Image as an intervening variable on ready-to-drink consumers.

      Theoretical framework: This study is built upon the concepts of marketing strategy, marketing mix, brand image, and marketing performance. These variables are interrelated and are expected to have direct and indirect effects on each other within the context of ready-to-drink consumers.

      Design/methodology/approach: The method used in this study is primary data collection through distributing questionnaires to ready-to-drink consumers. The number of samples used was 100 people. The data analysis technique employed in this study is Structural Equation Modeling (SEM) using smartPLS assistance. SEM is used to test the relationships between variables and to solve the formulated problems and hypotheses in the study.

      Findings: The results indicate several significant relationships between the variables. Specifically, Marketing Mix has a positive and significant effect on Purchasing Decisions, Brand Image has a significant effect on Purchasing Decisions, Marketing Strategy has a significant effect on Purchase Interest, and Marketing Mix has a significant effect on Purchase Interest. Additionally, Marketing Strategy has a significant effect on Marketing Performance through Brand Image, and Marketing Mix has an effect on Marketing Performance through Purchase Interest. The study also found that Brand Image has a positive and significant direct influence on the relationship between Marketing Strategy and Marketing Mix on purchasing decisions.

      Research, Practical & Social implications: The findings of this study highlights the role of Brand Image as an intervening variable in the relationship between Marketing Strategy and Marketing Mix, indicating the significance of branding in shaping consumer perceptions and decisions. The results suggest that marketers should focus on optimizing both Marketing Strategy and Marketing Mix to improve Marketing Performance and attract ready-to-drink consumers.

      Originality/value: This research lies in its examination of the relationships between Marketing Strategy, Marketing Mix, Brand Image, and Marketing Performance specifically in the context of ready-to-drink consumers. The focus on the specific product category of ready-to-drink beverages adds value to the existing literature in marketing research, providing insights for marketers seeking to enhance their strategies in this competitive market segment.

• Referencias bibliográficas
  • Allio, M. K., & Allio, R. J. (2005). Practical strategy for family business. Tata McGraw-Hill Education.
  • Andella, R., & Sukotjo, H. (2017). Pengaruh Bauran Pemasaran Dan Ekuitas Merek Terhadap Keputusan Konsumen Dalam Pembelian Smatrphone....
  • Blumberg, B., Cooper, D., & Schindler, P. (2014). EBOOK: Business research methods. McGraw Hill.
  • Danil, L. (2016). Pengaruh Bauran Pemasaran terhadap Persepsi Konsumen dalam Penciptaan Ekuitas Merek: Studi Kasus Restoran Clemmons Bandung...
  • Doyle, P. (2000). Value-based marketing. Journal of Strategic Marketing, 8(4), 299–311.
  • Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing...
  • GbolagadeAdewale, A., & Oyewale, I. O. (2013). Impact of marketing strategy on business performance a study of selected small and medium...
  • Ghozali, I., & Latan, H. (2015). Partial Least Squares, konsep, teknik dan aplikasi menggunakan program Smartpls 3.0 untuk penelitian...
  • Huang, Y.-C. (2022). How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective. Journal...
  • Idris, J. (2021). Marketing Mix 4Cs: Impact on Small and Medium Entrepreneurs (SMEs) Marketing Performance. Proceeding of the 8th International...
  • Iswari, W. T. (2020). Pengaruh strategi marketing communication terhadap brand image PT Tokopedia. Translitera: Jurnal Kajian Komunikasi Dan...
  • Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.
  • Kartajaya, H. (2000). Marketing Plus, Siasat Manajemen Persaingan Global, Jakarta: PT. Gramedia Pustaka Utama.
  • Kartawinata, B. R., & Wardhana, A. (2013). Marketing strategies and their impact on marketing performance of Indonesian ship classification...
  • Khalayleh, M., & Al-Hawary, S. (2022). The impact of digital content of marketing mix on marketing performance: An experimental study...
  • Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2011). Effective employment brand equity through sustainable competitive advantage,...
  • Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation. Deakin University.
  • Moore, E. S., Wilkie, W. L., & Lutz, R. J. (2002). Passing the torch: Intergenerational influences as a source of brand equity. Journal...
  • Msi, I., Vellas, F., & Bécherel, L. (2008). Pemasaran Pariwisata Internasional: Sebuah Pendekatan Strategis. Yayasan Pustaka Obor Indonesia.
  • Mustapha, B. (2017). Effects of Marketing Mix Strategy on Performance of Small Scale Businesses in Maiduguri Metropolitan, Borno State Nigeria....
  • Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, 11(4), 419–433.
  • Santoso, S. (2011). Structural Equation Modeling. Elex Media Komputindo.
  • Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness,...
  • Soewartini, S., Effendi, N., & Kaltum, U. (2017). Brand equity and competitive advantage based market strategy and marketing mix strategy...
  • Suharyadi, A. N., Purwanto, S. K., & Maman, F. (2007). Kewirausahaan: Membangun usaha sukses sejak usia muda. Jakarta: Salemba Empat.
  • Suherly, H., Affif, F., Arief, H., & Guterres, A. D. (2016). Marketing performance as the impact of marketing mix strategy (7p) with determination...
  • Supriatna, D., Nurrochmat, D. R., & Fahmi, I. (2017). Pengaruh bauran pemasaran, ekuitas merek terhadap keputusan pembelian benih cap...
  • Wang, Y.-L., & Tzeng, G.-H. (2012). Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR...
  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing...
  • Yusuf, A. M., Astuti, M., & Ariani, M. B. N. (2022). The Effect of Digital Marketing Mix Strategy on Marketing Performance Through the...