Short answer
Focus marketing efforts on fostering positive consumer attitudes through well-executed promotions, as this is the most direct path to encouraging repeat purchases.
- Field
- Innovation & Markets
- Source
- Journal of Management Small and Medium Enterprises (SME's) (2026)
- Method
- Quantitative explanatory research using Partial Least Squares Structural Equation Modeling (PLS-SEM).
- Sample
- 100 participants
- Evidence
- Strong effect
Effective marketing mix strategies, particularly promotion, directly influence consumer repurchase intention by shaping positive consumer attitudes. This innovation & markets research insight is drawn from a 2026 study published in Journal of Management Small and Medium Enterprises (SME's). Using Quantitative explanatory research using partial least squares structural equation modeling (pls-sem). with 100 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing efforts on fostering positive consumer attitudes through well-executed promotions, as this is the most direct path to encouraging repeat purchases.
Consumer attitude is the key driver for repurchase intention, mediated by marketing mix elements.
Effective marketing mix strategies, particularly promotion, directly influence consumer repurchase intention by shaping positive consumer attitudes.
Journal of Management Small and Medium Enterprises (SME's) · 2026
Key Findings
- 01Promotion has a positive and significant effect on repurchase intention.
- 02Consumer attitude has a positive and significant effect on repurchase intention.
- 03Consumer attitude significantly mediates the relationships between product, price, and promotion, and repurchase intention.
- 04Brand image did not show a significant mediating effect.
Application
Design takeaway
Focus marketing efforts on fostering positive consumer attitudes through well-executed promotions, as this is the most direct path to encouraging repeat purchases.
How to apply
When designing marketing campaigns, consider how each element (product features, pricing, distribution channels, and promotional messages) will contribute to shaping a positive consumer attitude towards the brand and product.
Project actions
- 01When designing a product, consider how its features can be communicated through promotion to build positive consumer attitudes.
- 02If conducting a user research project, ask questions that reveal consumer attitudes towards different aspects of a product or service.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a robust statistical method (PLS-SEM) for analyzing complex relationships.
- +Investigates mediating effects, providing deeper insights into causal pathways.
Limitations
The findings might not apply to all product categories or cultures. The study relies on self-reported data, which can be subject to bias.
Reliability & validity
The use of a Likert scale and PLS-SEM provides a structured approach to data collection and analysis, contributing to reliability. Validity would depend on the careful design of the questionnaire items to accurately measure the intended constructs.
Think critically
How might the 'place' (distribution) element of the marketing mix influence consumer attitude and repurchase intention, even if it didn't show a significant mediating effect in this specific study?
Design Principles
"The effectiveness of marketing mix elements on repurchase intention is largely determined by their impact on consumer attitude."
Understanding how marketing elements translate into consumer loyalty is crucial for developing sustainable business strategies. This research highlights that while product and price are foundational, the way they are communicated (promotion) and the resulting consumer perception (attitude) are more direct influencers of repeat purchases.
What This Means for Your Design
To get customers to buy your product again, focus on how you promote it and make sure customers feel good about it. How they feel (their attitude) is more important than just how famous the brand is.
How to use in your project
- 1.Use this research to justify focusing on user attitude and promotional strategies in your design project's development and testing phases.
- 2.Cite this study when discussing how your design choices aim to influence user perception and encourage repeat engagement.
Add to My Project
Quick Cite
Paragraph starter
This study by Felicia and Gunawan (2026) found that consumer attitude significantly mediates the relationship between marketing mix elements (product, price, promotion) and repurchase intention. This suggests that for a design project aiming to foster customer loyalty, focusing on shaping positive user attitudes through effective communication and product experience is more critical than solely relying on brand recognition.
Source
Journal of Management Small and Medium Enterprises (SME's)
The influence of Marketing Mix (4P) on consumer repurchase intention of AMDK X mediated by brand image and consumer attitude
journal · 2026
View sourceQuestions About This Research
- What does the research say about consumer attitude is the key driver for repurchase intention, mediated by marketing mix elements?
- Focus marketing efforts on fostering positive consumer attitudes through well-executed promotions, as this is the most direct path to encouraging repeat purchases. Evidence: Journal of Management Small and Medium Enterprises (SME's) (2026).
- Why does "Consumer attitude is the key driver for repurchase intention, mediated by marketing mix elements." matter for design?
- Understanding how marketing elements translate into consumer loyalty is crucial for developing sustainable business strategies. This research highlights that while product and price are foundational, the way they are communicated (promotion) and the resulting consumer perception (attitude) are more direct influencers of repeat purchases.
- How can designers apply this research?
- Focus marketing efforts on fostering positive consumer attitudes through well-executed promotions, as this is the most direct path to encouraging repeat purchases.
- What were the main findings?
- Promotion has a positive and significant effect on repurchase intention.. Consumer attitude has a positive and significant effect on repurchase intention.. Consumer attitude significantly mediates the relationships between product, price, and promotion, and repurchase intention.. Brand image did not show a significant mediating effect.
- What research method was used?
- Quantitative explanatory research using Partial Least Squares Structural Equation Modeling (PLS-SEM). with 100 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2026 journal from Journal of Management Small and Medium Enterprises (SME's).
- What should I do differently in my next project?
- When designing marketing campaigns, consider how each element (product features, pricing, distribution channels, and promotional messages) will contribute to shaping a positive consumer attitude towards the brand and product.
- What are the limitations?
- The study was conducted within a specific product category (high-pH bottled water) and geographical context (Indonesia), which may limit the generalizability of findings to other markets or product types.