Factor of Marketing Mix on Purchase Intention: An Empirical Research in Fashion Industry, Mojokerto Regency, East Java, Indonesia

DOI

10.2991/978-2-38476-090-9_43How to use a DOI?

Keywords

Marketing Mix; Purchase Intention; Fashion Industry

Abstract

The marketing mix, an essential constituent of marketing strategy, is frequently employed by small and medium-sized enterprises to efficaciously engage their target market segments, consequently impacting purchase intentions. This scholarly investigation delves into the ramifications of marketing mix elements on the purchase intention of fashion products within the context of Mojokerto Regency, East Java. Utilizing a quantitative research paradigm, meticulously designed questionnaires were disseminated among 150 respondents, who were purposively sampled in accordance with specific criteria pertinent to the study. The amassed data was subsequently subjected to analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM), a robust statistical approach for hypothesis testing and analysis. The findings of this erudite inquiry divulge that, among the various marketing mix components, the element of place exerts an inconsequential influence on purchase intention. The factors of product, price, and promotion within the marketing mix significantly impact purchase intention. This discernment suggests that, although the location factor may need to be accorded significant weight by consumers in their purchasing decisions, the marketing mix remains relevant amidst the inexorable transition towards online shopping. This is substantiated by various literature sources, highlighting its continued importance in influencing consumer purchasing behavior. The results of this study offer valuable insights into the impact of the marketing mix on purchase intention and the significance of specific factors within the mix. As such, it serves as a valuable reference for businesses seeking to enhance their marketing strategies and effectively reach their target market. By considering the factors that have the greatest impact on purchase intention, businesses can better tailor their marketing efforts to achieve their desired outcomes. Ultimately, this study offers a creative and insightful contribution to understanding marketing mix elements’ impact on purchase intention in the fashion industry, thus advancing the existing knowledge base in this field.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mohammad Iqbal
AU  - Whena Ervianto
AU  - Nur Yudiono
AU  - Muhamad Robith Alil Fahmi
PY  - 2023
DA  - 2023/08/01
TI  - Factor of Marketing Mix on Purchase Intention: An Empirical Research in Fashion Industry, Mojokerto Regency, East Java, Indonesia
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 534
EP  - 547
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_43
DO  - 10.2991/978-2-38476-090-9_43
ID  - Iqbal2023
ER  -