Acceso usuarios
Achmad Manshur Ali Suyanto, Desshandra Garcya Dewi
Purpose: Investigate the influence of the marketing mix on consumer purchase intentions and its impact on consumer purchasing decisions for Somethinc products in Indonesia. In addition, the study analyzes the moderating effects of age, income, and culture on purchase intentions and purchase decisions.
Theoretical framework: This research utilizes the marketing mix (Product characteristics, Affordable prices, Easy access to products, and Price promotions) concept based on prior studies in the realm of marketing and consumer behavior. Within the context of beauty and personal care products, these variables are purported to exert influence on one another.
Design/Methodology/Approach: Data were collected through questionnaires sent to 275 consumers of Somethinc products. SmartPLS was utilized to evaluate hypotheses using structural equation modeling.
Findings: Product characteristics, affordable prices, easy access to products, and price promotions positively and significantly affect purchase intention. The intention to purchase also influences the decision to purchase. The most influential variable in the context of purchase intention is price promotions. A moderating effect of age, income, and culture was also found between purchase intention and purchase decision.
Research, Practical & Social implications: The discoveries provide invaluable insights for marketing managers seeking to refine their approach to price promotions, which significantly impact consumer behavior.
Originality/Value: It provides valuable insight into how marketing mix strategies impact consumer purchase behavior. Marketers looking to improve their strategies in this fiercely competitive market segment can benefit from the findings. They contribute to the existing body of marketing research.
