Consumer Perceptions Regarding the Marketing Mix on the Purchase Decision Palm Cooking Oil Products: Mediated by Purchase Interest

Abstract

Palm oil is Indonesia's leading plantation commodity with processed cooking oil products. The high price of cooking oil in recent years has made the government issue cooking oil products under the brand “Minyakita”. The fluctuating sales of Minyakita make it necessary to pay attention to the basic aspects of consumer consideration of choosing products using marketing mix managerial tools. The purpose of this study is to analyze the effect of marketing mix on purchase interest and decisions, analyze the effect of purchase interest on purchasing decisions, and analyze the indirect effect of marketing mix on purchasing decisions through purchase interest. The sampling technique is probability sampling with a total of 97 samples. Data collection through direct interviews and questionnaires. The data analysis used is path analysis. According to the findings of this study in model I, product, price and promotion have a significant effect on purchase interest while place has no significant effect on purchase interest. Then in model II, product, price and purchase interest have a positive and significant effect on purchasing decisions while place and promotion have no significant effect on purchasing decisions. Indirect effect shows that purchase interest is able to mediate products, prices, and promotions on purchasing decisions. The findings of this study expand knowledge with empirical evidence clarifying the significant influence of the marketing mix on consumer decisions through purchase interest. It is recommended for producers to further improve product quality and maintain prices. For the government, it can provide support to expand market access.

Access to Document

Other files and links

• Link to publication in Scopus
• Open Access Version Available

Fingerprint