The effect of marketing mix on purchasing decisions modified with variables of education level and monthly allowance (Study on By.U products)

https://doi.org/10.35912/jomabs.v2i2.2675
Published: Jan 17, 2025

Abstract:

Purpose: The cellular operator industry in responding to the need for connectivity and digital services continues to evolve. Answering these challenges, Telkomsel as the largest operator in Indonesia continues to strive to provide the best service in the midst of competition. One of them is the youth segment as a great potential and in terms of market is still not dominant. In Central Jakarta, Telkomsel's youth market segment is still not dominant. The presence of by.U which specifically targets this segment is a solution to increase customers. In improving the market and competitiveness, companies develop marketing elements that are combined into a marketing mix. This study aims to determine how Telkomsel with by.U products affects consumer purchasing decisions through a marketing mix consisting of product, price, place, promotion, people, process, and physical evidence.

Method: This research uses quantitative methods, namely conducting research through data collection using questionnaires. The data analysis technique used is partial least square structural equation modeling with SmartPLS software.

Results: In this study, 7Ps elements in the marketing mix that have a positive and significant effect on purchase intention, namely price, promotion, people, and process. In addition, the moderating variables in this study, namely the level of education and student pocket money, also have a positive and significant effect. So that to increase the market with the by.U product, Telkomsel must continue to pay attention to strategies related to promotion and price, especially discounts and promotional materials that exist both offline and online. It was also found that the need for internet service quality by.U should be a special concern for companies to answer the need for videos, music, and games.

Keywords:
1. marketing mix
2. purchase decision
3. purchase intention
Authors:
1 . Sunaman Boangmanalu
Telkom University, Indonesia
2 . Indrawati Indrawati
Telkom University, Indonesia
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How to Cite
Boangmanalu, S., & Indrawati, I. (2025). The effect of marketing mix on purchasing decisions modified with variables of education level and monthly allowance (Study on By.U products). Journal of Multidisciplinary Academic Business Studies, 2(2), 357–370. https://doi.org/10.35912/jomabs.v2i2.2675
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Issue & Section
Vol. 2 No. 2 (2025): February
Articles
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References

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    Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. Sage Open, 8(3), 2158244018800838.

    Ali, A., & Bhasin, J. (2019). Understanding customer repurchase intention in e-commerce: Role of perceived price, delivery quality, and perceived value. Jindal Journal of Business Research, 8(2), 142-157.

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    Lei, Q., Chanthanasiri, S., & Chunthanom, T. (2023). FACTOR AFFECTING CONSUMER'S DECISION TO PURCHASE MOBILE PHONES IN HENAN PROVINCE.

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    Wang, X. (2023). The Effect of Service Marketing Mix (7Ps) on Purchase Intention in the Script Killing Industry. Academic Journal of Management and Social Sciences, 4(2), 57-62

  1. Ahmed, M. A., & Rozario, K. P. (2024). Impact of off-balance sheet activities on bank profitability: Evidence from Bangladesh. International Journal of Financial, Accounting, and Management, 6(2), 283-299.
  2. Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. Sage Open, 8(3), 2158244018800838.
  3. Ali, A., & Bhasin, J. (2019). Understanding customer repurchase intention in e-commerce: Role of perceived price, delivery quality, and perceived value. Jindal Journal of Business Research, 8(2), 142-157.
  4. Ameliah, A. D., & Jatnika, R. (2024). Descriptive Study of College Student’s Career Adaptability with An Internship Experience. Annals of Human Resource Management Research, 4(1), 1-11.
  5. Chow, T. W., & Singh, H. (2022). Cultivating emerging leadership competencies for individual and organizational success. Annals of Management and Organization Research, 4(2), 129-145.
  6. Dodanwala, K. L., & Weerasekera, S. (2024). The impact of westernisation on the purchase intention of cruelty-free products: a study based on the Sri Lankan cosmetic market. South Asian Journal of Marketing, 5(2), 131-148.
  7. Farid, M. S., Cavicchi, A., Rahman, M. M., Barua, S., Ethen, D. Z., Happy, F. A., . . . Alam, M. J. (2023). Assessment of marketing mix associated with consumer's purchase intention of dairy products in Bangladesh: Application of an extended theory of planned behavior. Heliyon, 9(6).
  8. Grewal, D., & Levy, M. (2022). Marketing: McGraw-Hill.
  9. Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23.
  10. Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Factors influencing watching and purchase intentions on live streaming platforms: From a 7Ps marketing mix perspective. Information, 13(5), 239.
  11. Indrawati, I., Camilien, F. A., & Pillai, S. K. (2023). Measurement of Variables to Predict Purchase Decisions Toward Halal Product: Study at Inglot. Paper presented at the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023).
  12. Indrawati, P. D. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.
  13. Indrawati, P. D., Wai, C. K., Ariyanti, M., Mansur, D. M., Marhaeni, G. A. M. M., Tohir, L. M., . . . Yuliansyah, S. (2017). Perilaku konsumen individu dalam mengadopsi layanan berbasis teknologi informasi dan komunikasi. First print. Bandung. PT Refika Aditama.
  14. Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management: Pearson Education.
  15. Lailiyah, E. H., & Suyanto, U. Y. (2021). KAPABILITAS PEMASARAN DAN KINERJA PEMASARAN UMKM RUMAH MAKAN DI LAMONGAN. PRAJA LAMONGAN, 4(1), 58-64.
  16. Lei, Q., Chanthanasiri, S., & Chunthanom, T. (2023). FACTOR AFFECTING CONSUMER'S DECISION TO PURCHASE MOBILE PHONES IN HENAN PROVINCE.
  17. Letjani, K. P., Kurniawan, K., & Muthaiyah, S. (2024). Adoption of chatgpt in educational institutions in Botswana: A customer perspective. Asia Pacific Management Review, 100346.
  18. Liviani, R., & Rachman, Y. T. (2021). The influence of leverage, sales growth, and dividend policy on company value. International Journal of Financial, Accounting, and Management, 3(2), 165-178.
  19. Moradi, A. M., & Beigi, N. A. K. (2020). Investigating, identifying and evaluating organizational and infrastructural strategic factors affecting organizational management processes from the perspective of productivity management. Annals of Management and Organization Research, 1(4), 285-305.
  20. Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
  21. Sulistiowati, R., Adisa, A. F., & Caturiani, S. I. (2021). Stakeholder synergy for sustainable tourism. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 53-60.
  22. Wang, X. (2023). The Effect of Service Marketing Mix (7Ps) on Purchase Intention in the Script Killing Industry. Academic Journal of Management and Social Sciences, 4(2), 57-62