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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Gelanggang Olahraga: Jurnal Pendidikan Jasmani dan Olahraga (JPJO) JPPS (Jurnal Penelitian Pendidikan Sains) AGRISAINS: Jurnal Ilmiah Magister Agribisnis Jumat Pertanian: Jurnal Pengabdian Masyarakat
Sari, Dyah Puspita
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Physics Other

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Journal : EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis

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The Effect of Marketing Mix on Purchase Intention in the Home Appliance Industry in West Java Sari, Dyah Puspita; Belgiawan, Prawira Fajarindra
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5454

Abstract

The purpose of this research is to discover what factors influence someone's decision to purchase home equipment. In this study, a discussion was held about the effect of the 4P marketing mix elements on purchase intention. The product, the price, the place, and the promotion are the four marketing aspects that will be discussed in this paper. The respondents in this study were 234 people who met the requirements of being of productive age, living in West Java, and having a fixed income. SEM-PLS was used to analyze the data, and the results revealed that just three variables from the marketing mix affected customer purchase intention in the home appliances industry. Product, price, and promotion are the variables that influence purchase intention; however, place has no effect. The company can pay attention to these three variables while designing strategies to improve market competition.
Co-Authors Bambang Priyono Belgiawan, Prawira Fajarindra Endang Sri Hanani, Endang Sri Ifebri, Rihan Khairad, Fastabiqul Novfirman, Novfirman Oktoyoki, Hefri Putri, Elsa Lolita Riza Syofiani Sari, Novi Yulanda Sunu Kuntjoro Tjandrakirana Tjandrakirana Utami, Kartika