Impact of Interaction Between Marketing Mix Elements on Retail Product Purchase Choices
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Abstract
This decline in consumers has resulted in a decline in sales levels in the retail industry in Indonesia, where the growth in retail product sales in 2024 is 4%. The problems that arise in several retailers in Indonesia are the very low quality of local products in retail, lack of product differentiation, so that consumers find it difficult to get unique product models that match their desires and expectations, product layout in several retailers tends to be untidy and haphazard, and product promotions delivered have not been able to increase high customer growth, so that there are still many customers who decide not to use and buy a number of products in certain retailers in Indonesia. This study's objective is to understand and look at the impact among the four 4P variables and blend of marketing interaction variables between item of product and price, as well as price and promotion, on Indonesian consumers' choices regarding retail merchandise. Multiple regression analysis is used in the quantitative descriptive method of the study. Based on the research results, partially only the variables of product, price, distribution, promotion and product x price interaction variables influence the decision to purchase a product, where the price x promotion interaction variable does not influence the decision to purchase a retail product through consumers. Simultaneously, the variables of product, price, distribution, promotion, product x price interaction variables and price x promotion variables influence the decision to purchase a product.
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How to Cite
Saiyed, R., Hasan, H., Lamsir, S., & Firmansyah, E. (2025). Impact of Interaction Between Marketing Mix Elements on Retail Product Purchase Choices. ProBisnis : Jurnal Manajemen, 16(4), 803–817. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1073
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Padual, Stephen Randell M., et al. (2024). The need for individualization: An open innovation perspective on the case for customized products. Journal Acta Psychologica, 249, 104437. https://doi.org/10.1016/j.actpsy.2024.104473
Rosengren, Sara, Campbell, C., & and Rapp Farrell, J. (2024). Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance. Journal of Retailing and Consumer Services, 79, 103857. https://doi.org/10.1016/j.jretconser.2024.103857
Saputra, G. R. and R. (2020). The Influence of the 4P Marketing Mix on Retail Fertilizer Purchasing Decisions at the Tani Makmur Pagar Alam South Sumatra Store. National Journal of Marketing & HR, 1(2), 32–45.
Shukla, Paurav, Singh, J., & and Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338–347. https://doi.org/10.1016/j.jbusres.2022.04.026
Yiu, Chung Yim, et al. (2024). Retail rings of influence: Rethinking retail catchment analysis in the light of purchasing power. Journal of Retailing and Consumer Services, 76, 103591. https://doi.org/10.1016/j.jretconser.2023.103591
Zhan, Yuanzhu, et al. (2021). A social media analytic framework for improving operations and service management: A study of the retail pharmacy industry. Technological Forecasting and Social Change, 163, 1–14. https://doi.org/10.1016/j.techfore.2020.120504
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Bijmolt, Tammo H.A., et al. (2021). Challenges at the marketing–operations interface in omni-channel retail environments. Journal of Business Research, 122, 864–874. https://doi.org/10.1016/j.jbusres.2019.11.034
Boix-Cots, David, et al. (2024). A new multi-method decision framework for anchor selection and tenant mix allocation optimisation in shopping malls. Journal Omega, 129, 103153. https://doi.org/10.1016/j.omega.2024.103153
Brown, J. R. (2020). The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives. Journal of Business Research, 1–12. https://doi.org/10.1016/j.jbusres.2018.09.010
Cerdan-Chiscano, Monica and Darcy, S. (2024). Managing the co-creation of accessible and inclusive family recreation retail encounters: A critical incident analysis. Journal of Retailing and Consumer Services, 79, 103866. https://doi.org/10.1016/j.jretconser.2024.103866
Chan, Eugene Y. and Northey, G. (2021). Luxury goods in online retail: How high/low positioning influences consumer processing fluency and preference. Journal of Business Research, 132, 136–145. https://doi.org/10.1016/j.jbusres.2021.04.031
Dlamini, Siphiwe, Mvula, W., & and Donga, G. (2024). The effect of mobile marketing antecedents on the purchase intention of staple products: A case of the bottom of the pyramid (BoP) market segment in Khayelitsha, South Africa. Journal Heliyon, 10, e32066. https://doi.org/10.1016/j.heliyon.2024.e32066
Elg, Ulf and Welinder, A. (2022). Sustainabilty and retail marketing: Corporate, product and store perspectives. Journal of Retailing and Consumer Services, 64, 102810. https://doi.org/10.1016/j.jretconser.2021.102810
Gielens, Katrijn and Roggeveen, A. L. (2023). Editorial: So, what is retailing? The scope of journal of retailing. Journal of Retailing, 99, 169–172. https://doi.org/10.1016/j.jretai.2023.05.003
Goić, Marcel, Levenier, C., & and Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, 102505. https://doi.org/10.1016/j.jretconser.2021.102505
Hossain, Md Afnan, Akter, Shahriar and Yanamandram, V. (2020). Revisiting customer analytics capability for data-driven retailing. Journal of Retailing and Consumer Services, 56, 102187. https://doi.org/10.1016/j.jretconser.2020.102187
Jebarajakirthy, Charles, et al. (2021). Understanding on-the-go consumption : A retail mix perspective. Journal of Retailing and Consumer Services, 58, 102327. https://doi.org/10.1016/j.jretconser.2020.102327
Jiang, Yangyang and Stylos, N. (2021). Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic. Technological Forecasting and Social Change, 172, 121029. https://doi.org/10.1016/j.techfore.2021.121029
Kim, Woo Bin, et al. (2024). Actions are more than just words: Relationships between word-of-mouth, personal interaction, and product attachment. Journal of Retailing and Consumer Services, 81, 103994. https://doi.org/10.1016/j.jretconser.2024.103994
Lim, Xin Jean, et al. (2021). Will you stay or will you go? The effects anthropomorphism presence and the marketing mix have on retail app continuance use intention. Journal Technological Forecasting and Social Change, 168, 120763. https://doi.org/10.1016/j.techfore.2021.120763
Lu, Jacky, et al. (2023). Consumer perceptions of the co-benefits of biosolids and carbon sequestration in a fertiliser aimed at the urban retail market. Journal of Cleaner Production, 433. https://doi.org/10.1016/j.jclepro.2023.139728
Malenkov, Yury, et al. (2021). Digitalization and strategic transformation of retail chain stores: Trends, impacts, prospects. Journal of Open Innovation: Technology, Market, and Complexity, 7(108), 1–21. https://doi.org/10.3390/joitmc7020108
Nordfält, Jens and Ahlbom, C. P. (2024). Utilising eye-tracking data in retailing field research: A practical guide. Journal of Retailing, 100, 148–160. https://doi.org/10.1016/j.jretai.2024.02.005
Özden, Merve G., et al. (2024). Predictive modelling of laser powder bed fusion of Fe-based nanocrystalline alloys based on experimental data using multiple linear regression analysis. Journal Heliyon, 10, e35047. https://doi.org/10.1016/j.heliyon.2024.e35047
Padual, Stephen Randell M., et al. (2024). The need for individualization: An open innovation perspective on the case for customized products. Journal Acta Psychologica, 249, 104437. https://doi.org/10.1016/j.actpsy.2024.104473
Rosengren, Sara, Campbell, C., & and Rapp Farrell, J. (2024). Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance. Journal of Retailing and Consumer Services, 79, 103857. https://doi.org/10.1016/j.jretconser.2024.103857
Saputra, G. R. and R. (2020). The Influence of the 4P Marketing Mix on Retail Fertilizer Purchasing Decisions at the Tani Makmur Pagar Alam South Sumatra Store. National Journal of Marketing & HR, 1(2), 32–45.
Shukla, Paurav, Singh, J., & and Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338–347. https://doi.org/10.1016/j.jbusres.2022.04.026
Yiu, Chung Yim, et al. (2024). Retail rings of influence: Rethinking retail catchment analysis in the light of purchasing power. Journal of Retailing and Consumer Services, 76, 103591. https://doi.org/10.1016/j.jretconser.2023.103591
Zhan, Yuanzhu, et al. (2021). A social media analytic framework for improving operations and service management: A study of the retail pharmacy industry. Technological Forecasting and Social Change, 163, 1–14. https://doi.org/10.1016/j.techfore.2020.120504