scholarly journals The Role of Marketing Mix, Corporate Image dan Brand Equity in Purchase Decision of Daihatsu Ayla

2020 ◽  
Vol 2 (1) ◽  
pp. 94
Author(s):  
David Gunawan
Keyword(s):  
Brand Equity ◽  
Marketing Mix ◽  
Corporate Image ◽  
Purchase Decision ◽  
Moderating Variables

The purpose of this research was to understand the influence of marketing mix, corporate image, and brand equity on decision to purchase Daihatsu Ayla from PT Astra International, Tbk – Daihatsu Sales Operation, Branch of Majapahit Semarang. The results indicated that the three variables significantly influence purchase decision dan corporate image was the variable with the strongest influence. It was also found that corporate image and brand equity are the moderating variables for marketing mix in influencing purchase decision of Daihatsu Ayla. The company can use the results for creating programs intended to strengthen corporate image and brand equity that will strengthen the influence of marketing mix on decision to purchase Daihatsu Ayla

Importance of Marketing Mix Elements in Determining Consumer Purchase Decision in the Retail Market

2021 ◽  
Vol 12 (6) ◽  
pp. 56-72
Author(s):  
Jalal Rajeh Hanaysha ◽  
Mohammed Emad Al Shaikh ◽  
Haitham M. Alzoubi
Keyword(s):  
Marketing Mix ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Department Stores ◽  
Negative Effect ◽  
Store Location ◽  
The Impact ◽  
Distribution Intensity ◽  
Coast Region

This research aimed to identify the linkages between marketing mix elements and the purchase decision process among consumers in the Malaysian retail industry. To fulfill this objective, the present study followed a quantitative survey for gathering the data from the consumers of department stores at the East Coast region in Malaysia. All of the obtained data were inserted and coded using SPSS and then analysed by AMOS 18. The findings indicated that the impact of advertising on the consumers' purchase decision is positive and statistically significant. Besides that, the findings demonstrated that distribution intensity has a negative effect on purchase decision, whereas price plays a key important role in affecting purchase decisions process of the consumers. Lastly, the findings of this paper verified that store image and store location have significant positive linkages with purchase decision. These outcomes enhance our understanding on the role of marketing mix elements in determining a consumer's purchase decision, particularly in the retail context.

Investigating the role of interactive social media and halal brand equity on purchase decision-making: direct and indirect effects

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Heru Yulianto ◽  
Yohanes Sutomo ◽  
Dyah Palupiningtyas ◽  
Krisnawati Setyaningrum Nugraheni
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Effective Rate ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Content Type ◽  
Indirect Relationship

Purpose This study aims to determine the effect of halal brand awareness (HBA), halal brand image (HBI), halal brand loyalty (HBL) on halal brand equity (HBE) and purchase decision-making (PDM). This study will also discuss the mediating role of HBE and the moderating role of interactive social media (ISM). Design/methodology/approach A total of 700 questionnaires were distributed with an effective rate of 94% to customers in large supermarkets in 3 major cities in Indonesia by using convenience sampling. The hypothesis was tested using structural equation modeling processed using AMOS. The Sobel test was used to test the significance of mediating variables. Findings The results of the study reveal that there was a positive and significant influence between variables. Other results reveal that HBE acts as a partial mediator and ISM as a moderator. Originality/value This study builds a new construct, namely, ISM and is the first to build and test a comprehensive direct and indirect relationship between HBA, HBI, HBL, HBE, ISM and PDM on halal cosmetics in Indonesia.

scholarly journals Mr Connenting Retail Marketing Mix and Trust in store with purchase behavior in developing country: A mediated role of Purchase intention

2018 ◽  
Vol 2 (3) ◽  
pp. 96-100
Author(s):  
Numair Ahmed Sulehri ◽  
Mansoor Ahmed
Keyword(s):  
Developing Country ◽  
Purchase Intention ◽  
Marketing Mix ◽  
Purchase Behavior ◽  
Purchase Decision ◽  
Retail Sector ◽  
Marketing Practice ◽  
Purchase Process ◽  
The Impact

Purpose: of the study was to evaluate the marketing practice in the retail sector of a developing country and the trust effect on purchase decision making. Objectives: This study had two main objectives. Foremost was the investigation the impact of marketing mix efforts of retail on the purchase process. Secondly; the investigation of trust in store towards purchase behavior Significance: this study had given insight for the intention-behavior gap (Sheeran and Webb, 2016). It had also added to the rarely explored field of retail in a developing country.

scholarly journals The Effect Of Brand Equity, Marketing Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor

2018 ◽  
Vol 3 (2) ◽  
pp. 01 ◽  
Author(s):  
Khairunnisa Rahmah ◽  
Ujang Sumarwan ◽  
Mukhammad Najib
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Urban Society ◽  
Marketing Mix ◽  
Lifestyle Changes ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Brand Name ◽  
Convenience Sampling ◽  
Coffee Shops

<em>Coffee becomes one of the important commodities both in terms of consumption and in terms of production. Therefore, the interaction in marketing with the system and its activities should be able to get closer between consumers to products and brand name of the company offered. Nowdays, urban society at this time experiencing lifestyle changes. One of the manifestations of modern lifestyle today is the habit of certain community groups who like to consume coffee in coffee shops. Base on that, the purpose of this research is to identify the characteristics of MAXX Coffee consumer, analyze the influence of brand equity, lifestyle, and marketing mix of MAXX Coffee to consumer purchase decision, and to formulate alternative marketing strategy based on factors influencing marketing mix and brand equity MAXX Coffee. This research using Structural equation Modeling (SEM) with 271 respondent based on convenience sampling method during the reseach time. Based on the results of the research, in order to create strong brand equity, the management of MAXX Coffee Bogor can invest through the improvement of several marketing mix indicators, namely price, people, process, and physical. In the context of MAXX Coffee lifestyle focus to follow the perception of today's consumer lifestyle that wants to improve the prestige and image in the environment around consumers.</em>

The Importance of Retail Atmosphere in Online and Offline Environments

2020 ◽  
pp. 87-109
Author(s):  
Sanda Renko ◽  
Ivana Štulec ◽  
Kristina Petljak
Keyword(s):  
Environmental Factors ◽  
Marketing Mix ◽  
Purchase Decision ◽  
Retail Stores ◽  
Store Attributes ◽  
Study Results ◽  
The Mind ◽  
Virtual Store ◽  
Task Oriented

Retailers have found it increasingly difficult to create a differential advantage based on the traditional marketing mix. This chapter sheds light on the increasing role of atmosphere as a tool for keeping retailers favourable in the mind of consumers. As retailers no longer just use the place to do business in the form of physical structures but also the intangible virtual store, this chapter presents the main dimensions of the retail atmosphere in both conventional retail stores and their electronic counterparts. Store attributes are equally important for consumers when making a purchase decision both online and offline. Study results suggest Croatian consumers are very task-oriented and question retailers' decisions in creating the appropriate mix of environmental factors that may influence customers' patronage decisions.

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