Study
Innovation & MarketsRecentStrong effect

Marketing Mix Elements Significantly Drive Purchase Decisions for Home-Based Baked Goods

A well-defined marketing mix, encompassing product, price, promotion, and place, has a substantial positive impact on consumer purchasing decisions for home-based businesses.

Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis · 2023

01

Key Findings

  • 01The marketing mix variables (Product, Price, Promotion, Place) have a positive effect on purchasing decisions.
  • 02All statement items in the questionnaire were found to be valid and reliable.
02

Application

Design takeaway

Designers and marketers should view the marketing mix not as isolated elements, but as an integrated strategy where each component must be thoughtfully developed to collectively drive consumer purchase decisions.

How to apply

When developing a new product or refining an existing one for a small business, systematically evaluate and optimize the product's features, its price point relative to competitors, how it will be promoted to the target audience, and the most effective channels for its distribution.

Project actions

  • 01Clearly define your marketing mix elements (Product, Price, Place, Promotion) before conducting research.
  • 02Ensure your survey questions are valid and reliable to get meaningful results.
03

Method & Evidence

AimTo determine the simultaneous and partial influence of product, price, promotion, and place on the purchase decisions for home-baked goods.
MethodQuantitative Research
ProcedureA survey was conducted using a questionnaire with 28 valid and reliable statement items. Multiple linear regression analysis was employed to analyze the data collected from 50 respondents who purchased baked bolu cake from a home business.
Sample50 respondents
ContextHome-based food businesses, specifically baked goods.

Variables

IV["Product (X1)","Price (X2)","Promotion (X3)","Place (X4)"]
DV["Purchase Decision (Y)"]
CV["Home business context","Specific product (Bolu Bakar Cake)","Geographic location (Pepara Village, Tanah Grogot District)"]
04

Strengths & Limitations

Strengths

  • +The study uses a quantitative approach with statistical analysis to establish relationships.
  • +The validity and reliability of the research instruments were tested.

Limitations

The findings might not apply to larger corporations or different product categories. The specific cultural context of the study location could also influence results.

Reliability & validity

The study reports that the questionnaire items were tested for validity (rcount > rtable) and reliability (Cronbach's alpha > 0.6), indicating that the measurement tools were sound.

Think critically

How might the relative importance of each marketing mix element (product, price, promotion, place) vary depending on the type of product or the target market?

05

Design Principles

"The success of a product, especially in a competitive market, is heavily influenced by the strategic integration of its product attributes, pricing strategy, promotional efforts, and distribution channels."

Understanding how each element of the marketing mix influences consumer choice is crucial for small and medium-sized enterprises (SMEs) and home-based businesses. This insight helps them allocate resources effectively to strategies that yield the greatest return in driving sales and building brand loyalty.

06

What This Means for Your Design

For small businesses selling things like cakes from home, how good the cake is, how much it costs, how they tell people about it, and where people can buy it all work together to make customers decide to buy it.

How to use in your project

  • 1.Use this research to justify investigating the impact of specific marketing mix elements on consumer behavior in your own design project.
07

Add to My Project

08

Quick Cite

(2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kue Bolu Bakar Pada Usaha Rumahan Ibu Yuli Di Desa Pepara Kecamatan Tanah Grogot. Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis. https://doi.org/10.61132/manuhara.v1i3.267 Retrieved from https://designdex.org/study/5851e73b-7949-43e4-9a54-d021498e085d/marketing-mix-elements-significantly-drive-purchase-decisions-for-home-based-baked-goods

Paragraph starter

Research indicates that a comprehensive marketing mix, encompassing product attributes, pricing strategies, promotional activities, and distribution channels, significantly influences consumer purchasing decisions, particularly for home-based businesses. This suggests that optimizing these elements is critical for driving sales and market success.

09

Source

Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis

Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kue Bolu Bakar Pada Usaha Rumahan Ibu Yuli Di Desa Pepara Kecamatan Tanah Grogot

journal · 2023

View source

Questions about this research

What does the research say about marketing mix elements significantly drive purchase decisions for home-based baked goods?
Designers and marketers should view the marketing mix not as isolated elements, but as an integrated strategy where each component must be thoughtfully developed to collectively drive consumer purchase decisions. Evidence: Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis (2023).
Why does "Marketing Mix Elements Significantly Drive Purchase Decisions for Home-Based Baked Goods" matter for design?
Understanding how each element of the marketing mix influences consumer choice is crucial for small and medium-sized enterprises (SMEs) and home-based businesses. This insight helps them allocate resources effectively to strategies that yield the greatest return in driving sales and building brand loyalty.
How can designers apply this research?
Designers and marketers should view the marketing mix not as isolated elements, but as an integrated strategy where each component must be thoughtfully developed to collectively drive consumer purchase decisions.
What were the main findings?
The marketing mix variables (Product, Price, Promotion, Place) have a positive effect on purchasing decisions.. All statement items in the questionnaire were found to be valid and reliable.
What research method was used?
Quantitative Research with 50 respondents.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis.
What should I do differently in my next project?
When developing a new product or refining an existing one for a small business, systematically evaluate and optimize the product's features, its price point relative to competitors, how it will be promoted to the target audience, and the most effective channels for its distribution.
What are the limitations?
The study used incidental sampling, which may limit the generalizability of findings to a broader consumer base. The context is specific to a single home business in a particular village.
Is there evidence that marketing mix affects design outcomes?
The study found that product features, pricing, promotional activities, and distribution channels all positively influence whether a customer decides to buy a home-baked cake. Understanding how each element of the marketing mix influences consumer choice is crucial for small and medium-sized enterprises (SMEs) and home Source: Jurnal Manuhara Pusat Penelitian Ilmu Manajemen dan Bisnis (2023).
Where does this purchase decisions research apply?
Home-based food businesses, specifically baked goods. It sits within innovation & markets research on designdex.org.

Related research topics

marketing mix design research · evidence on marketing mix · does marketing mix improve design outcomes · purchase decisions studies for designers · marketing mix and purchase decisions findings · innovation & markets research evidence