Short answer
Prioritize and refine the product offering, promotional activities, pricing strategies, customer service (person), service delivery (process), and the user interface/experience (physical evidence) within your mobile application to maximize purchase intent.
- Field
- Innovation & Markets
- Source
- JURISMA Jurnal Riset Bisnis & Manajemen (2018)
- Method
- Descriptive quantitative research using multiple linear regression analysis.
- Sample
- 100 respondents
- Evidence
- Strong effect
A comprehensive digital marketing mix, encompassing product, promotion, price, people, process, and physical evidence, has a substantial positive impact on users' intention to purchase services through mobile applications. This innovation & markets research insight is drawn from a 2018 study published in JURISMA Jurnal Riset Bisnis & Manajemen. Using Descriptive quantitative research using multiple linear regression analysis. with 100 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize and refine the product offering, promotional activities, pricing strategies, customer service (person), service delivery (process), and the user interface/experience (physical evidence) within your mobile application to maximize purchase intent.
Digital Marketing Mix Elements Significantly Drive Purchase Intent for Mobile App Services
A comprehensive digital marketing mix, encompassing product, promotion, price, people, process, and physical evidence, has a substantial positive impact on users' intention to purchase services through mobile applications.
JURISMA Jurnal Riset Bisnis & Manajemen · 2018
Key Findings
- 01The digital marketing mix variables simultaneously influence purchase intention.
- 02Product, Promotion, Price, Person, Process, and Physical Evidence positively and significantly influence purchase intention.
- 03Place was not found to be a significant factor influencing purchase intention in this context.
- 04The digital marketing mix accounted for 93.32% of the influence on purchase intention.
Application
Design takeaway
Prioritize and refine the product offering, promotional activities, pricing strategies, customer service (person), service delivery (process), and the user interface/experience (physical evidence) within your mobile application to maximize purchase intent.
How to apply
When designing or marketing a mobile application, conduct user research to understand perceptions of product, promotion, price, people, process, and physical evidence, and use these insights to refine marketing efforts.
Project actions
- 01When researching user behavior for a digital product, consider how each element of the marketing mix (product, price, place, promotion, people, process, physical evidence) might influence their decisions.
- 02If your design project involves a mobile application, analyze how digital marketing strategies are implemented and how they affect user engagement and conversion.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a quantitative approach to establish a measurable relationship between variables.
- +Employs a recognized analytical method (multiple linear regression) for assessing influence.
Limitations
The findings might not apply to all types of digital products or services, and the specific context of train travel may influence the results.
Reliability & validity
The use of multiple linear regression and a sample size of 100 suggests a moderate level of reliability. Validity would depend on the quality of the survey instrument and the accurate measurement of the marketing mix elements and purchase intention.
Think critically
How might the perceived importance of 'Place' differ for a purely digital service compared to a service with a physical component, and how could this be digitally represented?
Design Principles
"A well-executed digital marketing mix, tailored to the nuances of mobile platforms, is a powerful driver of consumer purchase decisions."
Understanding which components of a digital marketing mix most effectively influence user behavior is crucial for businesses operating in the digital space. This insight helps in allocating resources more effectively and crafting targeted strategies to enhance customer engagement and conversion rates within mobile platforms.
What This Means for Your Design
For apps that sell things, making the product good, advertising it well, having fair prices, good customer service, a smooth process, and a nice-looking app makes people more likely to buy.
How to use in your project
- 1.This study can be used to justify the importance of a comprehensive digital marketing strategy in influencing user behavior for a design project involving a digital product or service.
- 2.Reference this research when discussing the factors that drive user adoption or purchase decisions for a mobile application.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that a robust digital marketing mix, encompassing product, promotion, price, people, process, and physical evidence, significantly influences user purchase intentions within mobile applications, with these elements collectively explaining a substantial portion of purchase intent.
Source
JURISMA Jurnal Riset Bisnis & Manajemen
PENGARUH PENERAPAN BAURAN PEMASARAN DIGITAL TERHADAP MINAT BELI PENGGUNA KERETA API MELALUI APLIKASI MOBILE KAI ACCESS
journal · 2018
View sourceQuestions About This Research
- What does the research say about digital marketing mix elements significantly drive purchase intent for mobile app services?
- Prioritize and refine the product offering, promotional activities, pricing strategies, customer service (person), service delivery (process), and the user interface/experience (physical evidence) within your mobile application to maximize purchase intent. Evidence: JURISMA Jurnal Riset Bisnis & Manajemen (2018).
- Why does "Digital Marketing Mix Elements Significantly Drive Purchase Intent for Mobile App Services" matter for design?
- Understanding which components of a digital marketing mix most effectively influence user behavior is crucial for businesses operating in the digital space. This insight helps in allocating resources more effectively and crafting targeted strategies to enhance customer engagement and conversion rates within mobile platforms.
- How can designers apply this research?
- Prioritize and refine the product offering, promotional activities, pricing strategies, customer service (person), service delivery (process), and the user interface/experience (physical evidence) within your mobile application to maximize purchase intent.
- What were the main findings?
- The digital marketing mix variables simultaneously influence purchase intention.. Product, Promotion, Price, Person, Process, and Physical Evidence positively and significantly influence purchase intention.. Place was not found to be a significant factor influencing purchase intention in this context.. The digital marketing mix accounted for 93.32% of the influence on purchase intention.
- What research method was used?
- Descriptive quantitative research using multiple linear regression analysis. with 100 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from JURISMA Jurnal Riset Bisnis & Manajemen.
- What should I do differently in my next project?
- When designing or marketing a mobile application, conduct user research to understand perceptions of product, promotion, price, people, process, and physical evidence, and use these insights to refine marketing efforts.
- What are the limitations?
- The study focused on a specific service (train tickets) and a single mobile application, limiting generalizability to all digital services. The 'Place' element's insignificance might be context-specific.