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/jdbm.v1i1.3312
Published: Aug 13, 2025

Abstract:

Purpose: This study examines how Telkomsel’s by.U product influences the purchasing decisions of the youth segment in Central Jakarta through the 7Ps marketing mix (product, price, place, promotion, people, process, and physical evidence). Education level and monthly allowance were included as moderating variables.

Research Methodology: A quantitative approach was applied, and primary data were collected through questionnaires from 348 respondents. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0, including validity, reliability, path coefficients, and multi-group analysis for moderation effects.

Results: Four elements—price, promotion, people, and process—showed positive and significant effects on the purchase intention. Education level (senior high school) and monthly allowance (low allowance) significantly moderated the relationship between purchase intention and purchase decisions. Promotion had the strongest influence, highlighting the role of attractive offers and relevant promotional content. Internet service quality has emerged as a critical factor in youth preferences for video, music, and gaming services.

Conclusions: To expand by.U’s market share, Telkomsel should focus on competitive pricing, appealing promotional strategies, enhancing service processes, and maintaining high Internet quality. Targeted marketing should consider the education level and spending capacity for optimal impact.

Limitations: This study is limited to the youth market of Central Jakarta, reducing its generalizability. Only the education level and monthly allowance were tested as moderators.

Contribution: This study provides empirical evidence of the effectiveness of the 7Ps marketing mix for digital-native telecommunications products.

Keywords:
1. By.U
2. Marketing Mix
3. Purchase Decision
4. Purchase Intention
5. Youth Segment
Authors:
1 . Sunaman Boangmanalu
Telkom University, Indonesia
2 . Indrawati Indrawati
Telkom University, Indonesia
View PDF
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 Digital Business and Marketing, 1(1), 1–13. https://doi.org/10.35912/jdbm.v1i1.3312
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 1 No. 1 (2025): February
Articles
Creative Commons License

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

References

    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. https://doi.org/10.35912/ijfam.v6i2.2510

    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. https://doi.org/10.1177/2158244018800838

    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. https://doi.org/10.1177/2278682119850275

    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. https://doi.org/10.35912/ahrmr.v4i1.1806

    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. https://doi.org/10.35912/amor.v4i2.1492

    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. https://doi.org/10.1108/SAJM-01-2023-0006

    Endriyon, E., Gunarto, T., & Murwiati, A. (2025). Measuring the achievements of smart economics in the smart village program in Lampung Province 2020-2024. Studi Ekonomi dan Kebijakan Publik, 3(1), 43-60. doi:10.35912/sekp.v3i1.5260

    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).

    Grewal, D., & Levy, M. (2022). Marketing: McGraw-Hill. https://doi.org/10.1016/j.heliyon.2023.e16657

    Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. doi:https://doi.org/10.1016/j.rmal.2022.100027

    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. https://doi.org/10.1108/prr-08-2017-0034

    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. https://doi.org/10.3390/info13050239

    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). https://doi.org/10.2991/978-94-6463-292-7_17

    Indrawati, P. D. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.

    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.

    Indriyani, I., & Maryani, A. (2023). Strategies for Economic Recovery through the Post Covid-19 Tourism and Transportation. Studi Ekonomi dan Kebijakan Publik, 2(1), 1-6. https://doi.org/10.35912/sekp.v2i1.1499

    Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management: Pearson Education.

    Lailiyah, E. H., & Suyanto, U. Y. (2021). Kapabilitas Pemasaran Dan Kinerja Pemasaran Umkm Rumah Makan Di Lamongan. Praja Lamongan, 4(1), 58-64.

    Lei, Q., Chanthanasiri, S., & Chunthanom, T. (2023). Factor Affecting Consumer's Decision To Purchase Mobile Phones In Henan Province. https://doi.org/10.56293/ijmsssr.2023.4723

    Letjani, K. P., Kurniawan, K., & Muthaiyah, S. (2024). Adoption of chatgpt in educational institutions in Botswana: A customer perspective. Asia Pacific Management Review, 100346. https://doi.org/10.1016/j.apmrv.2024.100346

    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. https://doi.org/10.35912/ijfam.v3i2.189

    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. https://doi.org/10.35912/amor.v1i4.526

    Ngaliman, N., Catrayasa, I. W., & Khairil, K. (2025). Analysis of work life balance, job satisfaction and its effect on the performance of employees of the General Bureau of the Regional Secretariat of the Riau Islands Province. Studi Ekonomi dan Kebijakan Publik, 3(2), 93-107. https://doi.org/10.35912/jomabs.v2i1.2461

    Okta, A. D. K., & Nursanita, N. (2025). Analisis Teori Keagenan, Peran Tata Kelola, Dan Peran Tata Kelola Bisnis Untuk Mengatasi Konflik Kepentingan. Studi Ekonomi dan Kebijakan Publik, 3(2), 81-92. https://doi.org/10.35912/sekp.v3i2.4980

    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). https://doi.org/10.1016/j.heliyon.2020.e04284

    Purnami, N. M. R., Kusumawardani, A. D., Kusumawardani, A. P. W., Yuniar, P. D., Saptarini, N. P. A. F., & Prestianawati, S. A. (2024). Identifikasi Modal Sosial dan Kekuasaan dalam Underground Economy Pasar Maling, Kota Malang. Studi Ekonomi dan Kebijakan Publik, 3(1), 17-28. https://doi.org/10.35912/sekp.v3i1.2591

    Sulistiowati, R., Adisa, A. F., & Caturiani, S. I. (2021). Stakeholder synergy for sustainable tourism. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 53-60. https://doi.org/10.35912/joste.v3i1.1236

    Tame, Y. S., Marlissa, E. R., & Ngutra, R. N. (2025). Analysis of the Basic Sector and the Contribution of Economic Sectors to Economic Growth in the City of Jayapura. Studi Ekonomi dan Kebijakan Publik, 3(1), 61-80. https://doi.org/10.35912/sekp.v3i1.5261

    Utaminingsih, F. (2024). The Effect of Perceived Usefulness and Pereceived Ease of Use on Trust and Repeat Purchase Interest in Omnichannel Retailling. INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen, 20(4), 917-926. doi:https://doi.org/10.30872/jinv.v20i4.2414

    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. http://dx.doi.org/10.54097/ajmss.v4i2.12087

  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. https://doi.org/10.35912/ijfam.v6i2.2510
  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. https://doi.org/10.1177/2158244018800838
  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. https://doi.org/10.1177/2278682119850275
  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. https://doi.org/10.35912/ahrmr.v4i1.1806
  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. https://doi.org/10.35912/amor.v4i2.1492
  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. https://doi.org/10.1108/SAJM-01-2023-0006
  7. Endriyon, E., Gunarto, T., & Murwiati, A. (2025). Measuring the achievements of smart economics in the smart village program in Lampung Province 2020-2024. Studi Ekonomi dan Kebijakan Publik, 3(1), 43-60. doi:10.35912/sekp.v3i1.5260
  8. 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).
  9. Grewal, D., & Levy, M. (2022). Marketing: McGraw-Hill. https://doi.org/10.1016/j.heliyon.2023.e16657
  10. Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. doi:https://doi.org/10.1016/j.rmal.2022.100027
  11. 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. https://doi.org/10.1108/prr-08-2017-0034
  12. 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. https://doi.org/10.3390/info13050239
  13. 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). https://doi.org/10.2991/978-94-6463-292-7_17
  14. Indrawati, P. D. (2015). Metode penelitian manajemen dan bisnis konvergensi teknologi komunikasi dan informasi. Bandung: PT Refika Aditama.
  15. 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.
  16. Indriyani, I., & Maryani, A. (2023). Strategies for Economic Recovery through the Post Covid-19 Tourism and Transportation. Studi Ekonomi dan Kebijakan Publik, 2(1), 1-6. https://doi.org/10.35912/sekp.v2i1.1499
  17. Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management: Pearson Education.
  18. Lailiyah, E. H., & Suyanto, U. Y. (2021). Kapabilitas Pemasaran Dan Kinerja Pemasaran Umkm Rumah Makan Di Lamongan. Praja Lamongan, 4(1), 58-64.
  19. Lei, Q., Chanthanasiri, S., & Chunthanom, T. (2023). Factor Affecting Consumer's Decision To Purchase Mobile Phones In Henan Province. https://doi.org/10.56293/ijmsssr.2023.4723
  20. Letjani, K. P., Kurniawan, K., & Muthaiyah, S. (2024). Adoption of chatgpt in educational institutions in Botswana: A customer perspective. Asia Pacific Management Review, 100346. https://doi.org/10.1016/j.apmrv.2024.100346
  21. 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. https://doi.org/10.35912/ijfam.v3i2.189
  22. 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. https://doi.org/10.35912/amor.v1i4.526
  23. Ngaliman, N., Catrayasa, I. W., & Khairil, K. (2025). Analysis of work life balance, job satisfaction and its effect on the performance of employees of the General Bureau of the Regional Secretariat of the Riau Islands Province. Studi Ekonomi dan Kebijakan Publik, 3(2), 93-107. https://doi.org/10.35912/jomabs.v2i1.2461
  24. Okta, A. D. K., & Nursanita, N. (2025). Analisis Teori Keagenan, Peran Tata Kelola, Dan Peran Tata Kelola Bisnis Untuk Mengatasi Konflik Kepentingan. Studi Ekonomi dan Kebijakan Publik, 3(2), 81-92. https://doi.org/10.35912/sekp.v3i2.4980
  25. 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). https://doi.org/10.1016/j.heliyon.2020.e04284
  26. Purnami, N. M. R., Kusumawardani, A. D., Kusumawardani, A. P. W., Yuniar, P. D., Saptarini, N. P. A. F., & Prestianawati, S. A. (2024). Identifikasi Modal Sosial dan Kekuasaan dalam Underground Economy Pasar Maling, Kota Malang. Studi Ekonomi dan Kebijakan Publik, 3(1), 17-28. https://doi.org/10.35912/sekp.v3i1.2591
  27. Sulistiowati, R., Adisa, A. F., & Caturiani, S. I. (2021). Stakeholder synergy for sustainable tourism. Journal of Sustainable Tourism and Entrepreneurship, 3(1), 53-60. https://doi.org/10.35912/joste.v3i1.1236
  28. Tame, Y. S., Marlissa, E. R., & Ngutra, R. N. (2025). Analysis of the Basic Sector and the Contribution of Economic Sectors to Economic Growth in the City of Jayapura. Studi Ekonomi dan Kebijakan Publik, 3(1), 61-80. https://doi.org/10.35912/sekp.v3i1.5261
  29. Utaminingsih, F. (2024). The Effect of Perceived Usefulness and Pereceived Ease of Use on Trust and Repeat Purchase Interest in Omnichannel Retailling. INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen, 20(4), 917-926. doi:https://doi.org/10.30872/jinv.v20i4.2414
  30. 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. http://dx.doi.org/10.54097/ajmss.v4i2.12087