Study
Innovation & MarketsHigh ImpactStrong effect

Integrated Marketing Mix Drives Purchase Decisions and Customer Satisfaction

A cohesive strategy across product, price, promotion, and distribution channels significantly boosts both purchase decisions and customer satisfaction, with purchase decisions acting as a key mediator for satisfaction.

Jurnal Administrasi Bisnis S1 Universitas Brawijaya · 2015

01

Key Findings

  • 01Product, price, promotion, and distribution channels all have a significant positive effect on purchase decisions.
  • 02Product, price, promotion, and distribution channels all have a significant positive effect on customer satisfaction.
  • 03Purchase decisions have a significant positive effect on customer satisfaction.
02

Application

Design takeaway

Designers should consider the entire marketing mix when developing a product or service, as each element contributes to the customer's perception and satisfaction.

How to apply

When developing a new product or service, map out how the product, its pricing, promotional activities, and distribution will work together to create a seamless and satisfying customer experience.

Project actions

  • 01When researching a product, consider how its features, cost, marketing, and availability all influence user choice.
  • 02Think about how the user's journey from initial interest to final purchase impacts their overall satisfaction.
03

Method & Evidence

AimTo investigate the influence of product, price, promotion, and distribution channels on purchase decisions and customer satisfaction, and to determine the direct impact of purchase decisions on customer satisfaction.
MethodQuantitative research
ProcedureA study was conducted to analyze the relationships between marketing mix variables (product, price, promotion, distribution channel), purchase decisions, and customer satisfaction. Statistical analysis was used to assess the significance and direction of these relationships.
ContextService industry (car rental)

Variables

IV["Product","Price","Promotion","Distribution Channel"]
DV["Purchase Decision","Customer Satisfaction"]
04

Strengths & Limitations

Strengths

  • +Investigates multiple facets of the marketing mix.
  • +Examines the relationship between purchase decision and customer satisfaction.

Limitations

The specific marketing mix elements and their impact can vary greatly depending on the product, industry, and target audience.

Reliability & validity

The study's reliability and validity would depend on the statistical methods employed and the rigor of the data collection process. Replication with larger, diverse samples would enhance generalizability.

Think critically

How might the relative importance of product, price, promotion, and distribution shift depending on the product lifecycle stage or the competitive landscape?

05

Design Principles

"Holistic marketing integration is essential for driving customer acquisition and retention."

Understanding how each element of the marketing mix interacts is crucial for developing effective go-to-market strategies. Designers and product developers can leverage this insight to ensure their offerings align with market expectations and contribute to a positive customer journey, ultimately impacting brand loyalty and commercial success.

06

What This Means for Your Design

Making sure a product is good, priced right, advertised well, and easy to get all helps people decide to buy it and makes them happy. How happy they are also depends on how easy it was to decide to buy it in the first place.

How to use in your project

  • 1.Reference this study when discussing how market factors influence the success of a design solution.
  • 2.Use the findings to justify design choices related to product features, pricing strategy, or promotional materials.
07

Add to My Project

08

Quick Cite

(2015). THE INFLUENCE OF MARKETING MIX VARIABLES ON PURCHASE DECISION AND CUSTOMER SATISFACTION (Case study of Customer of Vitiara Rent Car Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya. Retrieved from https://designdex.org/study/92728cf4-73fb-4be6-ba87-b67ac513378c/integrated-marketing-mix-drives-purchase-decisions-and-customer-satisfaction

Paragraph starter

Research indicates that a comprehensive marketing mix, encompassing product, price, promotion, and distribution, significantly influences consumer purchase decisions and subsequent satisfaction. Furthermore, the act of making a purchase decision itself is a key determinant of overall customer satisfaction, highlighting the importance of a well-integrated market strategy in the success of any product or service.

09

Source

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

THE INFLUENCE OF MARKETING MIX VARIABLES ON PURCHASE DECISION AND CUSTOMER SATISFACTION (Case study of Customer of Vitiara Rent Car Malang)

journal · 2015

View source

Questions about this research

What does the research say about integrated marketing mix drives purchase decisions and customer satisfaction?
Designers should consider the entire marketing mix when developing a product or service, as each element contributes to the customer's perception and satisfaction. Evidence: Jurnal Administrasi Bisnis S1 Universitas Brawijaya (2015).
Why does "Integrated Marketing Mix Drives Purchase Decisions and Customer Satisfaction" matter for design?
Understanding how each element of the marketing mix interacts is crucial for developing effective go-to-market strategies. Designers and product developers can leverage this insight to ensure their offerings align with market expectations and contribute to a positive customer journey, ultimately impacting brand loyalty and commercial success.
How can designers apply this research?
Designers should consider the entire marketing mix when developing a product or service, as each element contributes to the customer's perception and satisfaction.
What were the main findings?
Product, price, promotion, and distribution channels all have a significant positive effect on purchase decisions.. Product, price, promotion, and distribution channels all have a significant positive effect on customer satisfaction.. Purchase decisions have a significant positive effect on customer satisfaction.
What research method was used?
Quantitative research.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2015 journal from Jurnal Administrasi Bisnis S1 Universitas Brawijaya.
What should I do differently in my next project?
When developing a new product or service, map out how the product, its pricing, promotional activities, and distribution will work together to create a seamless and satisfying customer experience.
What are the limitations?
The study's findings are specific to the car rental industry in Malang and may not be directly generalizable to other sectors or geographical locations.
Is there evidence that marketing mix affects design outcomes?
All aspects of the marketing mix, from the product itself to how it's priced, promoted, and distributed, strongly influence whether a customer decides to buy. Furthermore, these same factors also directly impact how satisfied a customer is, and the act of making a purchase decision itself plays a vital role in shaping Source: Jurnal Administrasi Bisnis S1 Universitas Brawijaya (2015).
Where does this customer research apply?
Service industry (car rental) 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 · customer studies for designers · marketing mix and customer findings · innovation & markets research evidence