CIGAR MARKETING MIX STRATEGY IN DEVELOPING COUNTRIES: DOES BRAND IMAGE INFLUENCE THE PURCHASING DECISION PROCESS?

Agusta Jaka Purwana

Abstract


The purpose of this study is to investigate the effect of marketing mix strategy through the mediating role of brand image on customers buying intention. The author collected 80 questionnaires from respondents, which were the customers at Boss Image Nusantara (BIN) Jember outlet and analyzed simultaneous relations with path analysis. The results indicate that the marketing mix strategy, which covers the combination of product, price, place, and promotion components significantly affect the customers buying intention. Additionally, marketing mix strategy has a significant influence on brand image. Moreover, brand image was found to have a significant positive impact on the customers buying intention. Based on the findings, the results are expected to create a useful perspective for the manager at BIN Jember to develop better integration of each component of the marketing mix strategy they implemented, especially the promotion. Although many prior types of research focused on the relationships among the variables of marketing mix strategy on customers buying decision, the current study considers the mediating role of brand image and tries to focus on customers purchase intention only. This point highlights the novelty and originality of this study.

 

Article visualizations:

Hit counter

DOI

Keywords


marketing mix strategy, brand image, customers buying intention

Full Text:

PDF

References


Al Badi, Khalid Suidan (2018). The Impact of Marketing Mix on the Competitive Advantage of the SME Sector in the Al Buraimi Governorate in Oman. journals.sagepub.com/home/sgo. Pp. 1-10.

Budiati, H. (2012). Implementasi Marketing Mix Dan Pengaruhnya Terhadap Keputusan Konsumen Pada Produk Unggulan Keripik Pisang Agung Di Kabupaten Lumajang. Jurnal WIGA Vol. 2 No. 2, September 2012 ISSN No. 2088-0944.

Carolina (2015). Pengaruh Marketing Mix (7P) dan Perilaku Konsumen Terhadap Keputusan pembelian Produk Healthy Food Bar di Malang.Jurnal Wacana–Vol.18, No.12

Chattopadhyay, Tanmay, Shraddha Shivani, and Mahesh Krishnan (2010). Marketing Mix Elements Influencing Brand Equity and Brand Choice. vikalpa. Volume 35. NO 3. Pp. 67-84.

Chikweche, Tendai, and Richard Fletcher (2012). Revisiting the marketing mix at the bottom of the pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing. Vol. 29. Issue. 7. Pp. 507–520.

Da Silva, Rui Vinhas, dan Sharifah Faridah Syed Alwi (2008). The link between offline brand attributes and Brand brand image in bookstores, Journal of Product & Brand Management, Vol. 17 Issue: 3, pp.175-187.

Datta, Hannes., Kusum L. Ailawadi., dan Harald J. van Heerde (2017). How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?. Journal of Marketing. Vol. 81. Pp. 1–20.

Durianto, Darmadi (2011). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka.

Efanny, Wita, dan Jony Haryanto, Muhammad Kashif, Hanif Adinugroho Widyanto, (2018). The relationship between marketing mix and retailer-perceived brand equity", IMP Journal, Vol. 12 Issue: 1, pp.192-208

Fachriza Dkk (2017). Pengaruh Bauran Pemasaran Terhadap MINAT BELIRokok Mild (Studi Kasus pada Rokok Sampoerna A Mild). Jurnal Ecodemica, Vol.1 No.2.

Ferdinand (2006). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, Imam (2013). Aplikasi Analisis Multivariate dengan Program SPSS. Edisi Ketujuh. Semarang: Badan Penerbit Universitas Diponegoro.

Hair, Joseph F. Jr., William C. Black., Barry J. Babin, dan Rolph E. Anderson (2010). Multivariate Data Analysis. Seventh Edition. Pearson.

Harrington, Robert J., Michael C. Ottenbacher, dan Simon Fauser, (2017). QSR brand value: Marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks, International Journal of Contemporary Hospitality Management, Vol. 29 Issue: 1, pp.551-570.

Kaur, Harsandaldeep, dan Harmeen Soch (2018). Satisfaction, trust and loyalty: investigating the mediating effects of commitment, switching costs and Brand image", Journal of Asia Business Studies, Vol. 12 Issue: 4, pp.361-380.

Keller, Kevin Lane (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. Vol. 57. Pp.1-22.

Keller, Kevin Lane (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Third Edition. Pearson Education, Inc. New Jersey.

Kim, Min-Seong, dan Kim, Jihye (2018). Linking marketing mix elements to passion-driven behaviour toward a brand: Evidence from the foodservice industry, International Journal of Contemporary Hospitality Management, Vol. 30 Issue: 10, pp.3040-3058.

Kotler, Philip dan Amstrong (2008). Prinsip-Prinsip Pemasaran. Edisi Bahasa Indonesia. Jilid 1. Jakarta: Erlangga.

Kotler, Philip dan Keller (2011). Manajemen Pemasaran. Edisi Keempat Belas. Jakarta: Indeks.

Lee. Jihyun., dan Yuri Lee (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of Brand image and brand image", Journal of Fashion Marketing and Management: An International Journal, Vol. 22 Issue: 3, pp.387-403.

Mandey.J. B. (2013). Promosi, Distribusi, Harga Pengaruhnya Terhadap Kepurtusan Pembelian Rokok Surya Promild. Jurnal EMBA. Vol.1. No.4. Hal.95-104

Martenson, Rita (2007). Brand brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands, International Journal of Retail & Distribution Management, Vol. 35 Issue: 7, pp.544-555.

Melisa (2012). Pengaruh Bauran Pemasaran Ritel Terhadap Keputusan Pembelian Ulang Konsumen Mega Prima Swalayan Payakumbuh. Jurnal Manajemen, Volume 01, Nomor 01.

Mintz, Ofer., dan Imran S. Currim (2013). What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?. Journal of Marketing. Volume 77. Pp. 17 –40.

Mukherjee, Somnath., dan Shradha Shivani (2016). Marketing Mix Influence on Service Brand Equity and Its Dimensions. SAGE Publications. Vol. 20. Issue. 1. Pp. 9–23

Murshid, Mohsen Ali., Zurina Mohaidin., Goh Yen Nee., dan Yudi Fernando (2016). Physician perceived value as a mediating variable between marketing mix strategy and physician satisfaction, Asia Pacific Journal of Marketing and Logistics, Vol. 28 Issue: 5, pp.780-806.

Norfiyanti, Kiki (2012). Analisis Pengaruh Citra Merek, Persepsi Harga dan Daya Tarik Iklan Terhadap Minat Beli Konsumen Pada Produk Air Minum Dalam Kemasan (AMDK) Galon Merek Aqua (Studi Kasus Pada Mahasiswa Di Kota Semarang). Skripsi. Fakultas Ekonomika dan Bisnis Universitas Diponegoro.

O'Cass, Aron., dan Nima Heirati (2015). Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance, Journal of Business & Industrial Marketing, Vol. 30 Issue: 1, pp.60-71.

Pantano, Eleonora., Constantinos Vasilios Priporas., dan Giuseppe Migliano (2017). Reshaping traditional marketing mix to include social media participation: evidence from Italian firms, European Business Review.

Pratama, Rizky (2014). Analisis Pengaruh Citra Merek, Daya Tarik Iklan dan Harga Terhadap Minat beli Smartphone Nokia Lumia (Studi Pada Konsumen Smartphone di Kota Semarang) Skripsi. Fakultas Ekonomika dan Bisnis Universitas Diponegoro

Rangkuti, Freddy (2006). Teknik Mengukur dan Strategi Meningkatkan Kepuasan Pelanggan. Jakarta: Gramedia Pustaka Utama.

Respati, Winanti Siwi., Aries Yulianto, dan Noryta Widiana (2006). Perbedaan Konsep Diri antara Remaja Akhir yang Mempresepsi Pola Asuh Orang Tua Authoritorian, Permissive, Authoritative. Jurnal Psikologi Vol. 4 No. 2 Desember 2006.

Rindell, Anne., dan Tore Strandvik (2010). Brand brand evolution: Brand brand images evolving in consumers' everyday life", European Business Review, Vol. 22 Issue: 3, pp.276-286.

Samuel, H & Wijaya, E. (2008). Brand Social Responsibility, Purchase Intention, dan Brand image pada Restoran di Surabaya dari Perspektif Pelanggan. Jurnal Manajemen Pemasaran Vol.3, 35 – 54.

Setiadi, Nugroho (2003). Perilaku Konsumen: Konsep dan Implikasi Untuk Strategi dan Penelitian Pemasaran. Jakarta: Kencana.

Setiawan, W. (2014). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Toyota Avanza Tipe G Di Surabaya.Jurnal Manajemen Pemasaran. Vol. 2, No1.

Simamora, Bilson (2011). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia Pustaka Utama.

Solimun., dan Adji Achmad Rinaldo Fernandes, (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty, Journal of Management Development, Vol. 37 Issue: 1, pp.76-87.

Sugiyono (2014). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Suharto, Tumbel dan Trang (2016). Analisis Pengaruh Citra Merek, Harga dan Daya Tarik Iklan Terhadap Minat beli Konsumen Pada PT. Remaja Jaya Mobilindo Manado. Jurnal Fakultas Ekonomi dan Bisnis Univesitas Sam Ratulangi Manado.

Sutisna (2012). Perilaku Konsumen dan Komunikasi Pemasaran. Edisis Kedua. Bandung: Remaja Rosdakarya.

Sutisna (2003). Perilaku Konsumen dan Pengantar Periklanan. Yogyakarta: Pustaka Publisher.

Tapp, Alan, dan Fiona Spotswood (2013). From the 4Ps to COM-SM: reconfiguring the social marketing mix. Journal of Social Marketing, Vol. 3 Isu 3 pp. 206 – 222.

Wu, Ya-Ling., dan Eldon Y. Li (2018). Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective, Internet Research, Vol. 28 Issue: 1, pp.74-104.

Zeithaml, V. A. (1988). Consumer Perception of Price, Quality, and Value: a Means-end Model and Synthesis of Evidence, Journal of Marketing, 52, pp.2-11.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Agusta Jaka Purwana

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2015-2018. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.