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

 Abstract views: 74

Authors

  • Suparto Suparto

DOI:

https://doi.org/10.36456/tibuana.3.02.2560.23-28

Keywords:

marketing mix, purchasing decisions, customer loyalty, structural equation modeling

Abstract

Distros have been known by the general public
especially millennial who are fond of the brand
or brand image of a product. The number of
very tight competition makes Lollypop Shop
Surabaya as one of the distributions that are in
need of designing the right marketing strategy.
The purpose of this study was to determine the
effect of 4P marketing mix variables consisting
of products, price, place and promotion of
purchasing decisions and customer loyalty as
a consideration of business owners in
determining marketing strategies. Data
analysis was performed using the Structural
Equation Modeling (SEM) method which
involved 120 respondents obtained from the
purposive sampling method. The results of the
analysis show that product and promotion
variables have a positive and significant effect
on purchasing decisions. Price and place
variables have a positive but not significant
effect on product purchasing decisions.
Product variable is the variable that most
influences the purchasing decision of Lollypop
Shop Surabaya products with product variants
as the indicators most desired by consumers.

Downloads

Download data is not yet available.

References

Anderson, J.C. and Narus, J.A. (2014). A

model of the distributor’s perspective of

distributor manufacturer working

relationship. Journal of Marketing, vol.

No. 1, pp. 62-74.

Bendapudi, N., & Leonard, L. B. (207).

Customers’ Motivations for Maintaining

Relationships with Service Providers.

Journal of Retailing, 73 (1), 15–37.

Bloemer, J., de Ruyter, K. and Wetzels,

M. (2009). Linking perceived service

quality and service loyalty: A multi- dimensional perspectives. Journal of

Marketing, Vol.33 No.4, pp.1082-106

Dwyer, F.R., Schurr, P.H. and Oha, S.

(2017). Developing buyer seller

relationships. Journal of Marketing, vol.

No. 1, pp. 11-27.

Gummesson, E. (2011). Marketing

revisited: the crucial role of the part time

marketers. European Journal of

Marketing, vol. 25 No. 2, pp. 60-7.

Johanudin Lahap, Nur safiah & Shelle

Mohad Radzi. (2016). A study of brand

image towards customer satisfaction in Anderson, J.C. and Narus, J.A. (2014). A

model of the distributor’s perspective of

distributor manufacturer working

relationship. Journal of Marketing, vol.

No. 1, pp. 62-74.

Bendapudi, N., & Leonard, L. B. (207).

Customers’ Motivations for Maintaining

Relationships with Service Providers.

Journal of Retailing, 73 (1), 15–37.

Bloemer, J., de Ruyter, K. and Wetzels,

M. (2009). Linking perceived service

quality and service loyalty: A multi- dimensional perspectives. Journal of

Marketing, Vol.33 No.4, pp.1082-106

Dwyer, F.R., Schurr, P.H. and Oha, S.

(2017). Developing buyer seller

relationships. Journal of Marketing, vol.

No. 1, pp. 11-27.

Gummesson, E. (2011). Marketing

revisited: the crucial role of the part time

marketers. European Journal of

Marketing, vol. 25 No. 2, pp. 60-7.

Johanudin Lahap, Nur safiah & Shelle

Mohad Radzi. (2016). A study of brand

image towards customer satisfaction in

Malaysian Hotels Industry. Social and

Behavioural science, Science Direct.

IRSSM-6 (2015)

Komunda .M and Osarenkhoe A. (2012).

Remedy or Cure for service failure?

Effect of service recovey on customer

satisfaction and loyaty. Business Process

Management Journal, vol.18 No. 1, 82- 103

Lindgreen, A., Palmer, R. and

Vanhamme, J. (2004). Contemporary

marketing practice: theoretical

propositions and practical implications. Marketing Intelligence & Planning, vol.

No. 6, pp. 673-92.

Ovidiu I. Moisescu & Brad Allen (2010).

The relationship between the dimensions

o brand loyalty. An Empirical

investigation among Romania Urban

Consumers. Management and Marketing

Challenges for Knowledge Society, vol 5,

No.4, pp 83-98.

Prabowo, R., & Setiawan, E. (2019). Integrasi

Design for Six Sigma (DFSS) dan TRIZ Pada

Bisnis Jasa Rental Sound System Untuk

Peningkatan Keputusan Pelanggan (Studi

Kasus: UD. Cakra Music). JISO: Journal of

Industrial and Systems Optimization, 2(1), 1- 10.

Prabowo, R., Singgih, M. L., Karningsih, P.

D., & Widodo, E. (2020). New Product

Development from Inactive Problem

Perspective in Indonesian SMEs to Open

Innovation. Journal of Open Innovation:

Technology, Market, and Complexity, 6(1),

Roig, J. C. F., Garcia, J. S., Tena, M. A.

M. & Monzonis, J. L. (2006). Customer

perceived value in banking services.

International Journal of Bank Marketing, 24, 266-283.

Sivakumar, K. and S. P. Raj. (2016).

Quality Tier Competition: How Price

Change Influences Brand Choice and

Category Choice. Journal of Marketing, 61(3), 71–85.

Zineldin, M. (2006). The royalty of

loyalty: CRM, quality, and retention. Journal of Consumer Marketing, 23(7),

-43.

Downloads

Published

2020-07-29

How to Cite

Suparto, S. (2020). THE EFFECT ANALYSIS OF MARKETING MIX ON PURCHASE DECISIONS AND CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELING METHOD. Tibuana, 3(02), 23–28. https://doi.org/10.36456/tibuana.3.02.2560.23-28

Issue

Section

Article