Short answer
Designers and marketers must holistically manage product attributes, pricing strategies, promotional efforts, and distribution accessibility to cultivate a strong base of repeat customers for kebaya.
- Field
- Innovation & Markets
- Source
- E-Jurnal Manajemen Universitas Udayana (2015)
- Method
- Quantitative research using linear regression analysis.
- Sample
- 112 respondents
- Evidence
- Strong effect
A comprehensive marketing mix, encompassing product, price, promotion, and place, directly influences consumers' decisions to repurchase kebaya. This innovation & markets research insight is drawn from a 2015 study published in E-Jurnal Manajemen Universitas Udayana. Using Quantitative research using linear regression analysis. with 112 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must holistically manage product attributes, pricing strategies, promotional efforts, and distribution accessibility to cultivate a strong base of repeat customers for kebaya.
Marketing Mix Elements Significantly Drive Repeat Kebaya Purchases
A comprehensive marketing mix, encompassing product, price, promotion, and place, directly influences consumers' decisions to repurchase kebaya.
E-Jurnal Manajemen Universitas Udayana · 2015
Key Findings
- 01Product significantly affects repurchase decisions.
- 02Price significantly affects repurchase decisions.
- 03Promotion significantly affects repurchase decisions.
- 04Place significantly affects repurchase decisions.
Application
Design takeaway
Designers and marketers must holistically manage product attributes, pricing strategies, promotional efforts, and distribution accessibility to cultivate a strong base of repeat customers for kebaya.
How to apply
Conduct a similar analysis for your own product or service to identify which elements of your marketing mix are most influential on customer loyalty and repurchase intent.
Project actions
- 01When defining your product, consider not just aesthetics but also perceived value and quality.
- 02Explore different pricing strategies and promotional tactics that resonate with your target market.
- 03Think about the entire customer journey, from discovery to purchase and after-sales service.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses quantitative methods for objective analysis.
- +Focuses on a specific, relevant market segment (kebaya fashion).
Limitations
The findings might not apply to mass-market fashion brands or different cultural contexts where consumer behavior varies.
Reliability & validity
Reliability could be enhanced by using standardized questionnaires and ensuring consistent data collection procedures. Validity is supported by the use of established marketing mix theory and statistical analysis (linear regression).
Think critically
How might cultural factors or evolving fashion trends in Indonesia specifically influence the relative importance of each marketing mix element on repurchase decisions?
Design Principles
"A well-integrated marketing mix is a fundamental driver of customer retention and repeat purchase behavior in niche fashion markets."
Understanding the impact of each marketing mix element is crucial for businesses in the fashion industry, particularly those focusing on traditional attire like kebaya. This insight allows for targeted strategies to foster customer loyalty and drive sustained sales.
What This Means for Your Design
If a kebaya shop wants customers to come back and buy more, they need to get everything right: the style and quality of the kebaya (product), how much it costs (price), how they advertise it (promotion), and how easy it is to buy (place).
How to use in your project
- 1.Use this study to justify the importance of a comprehensive marketing strategy in your design project, especially if your project involves a commercial product or service.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that a robust marketing mix, encompassing product, price, promotion, and place, significantly influences consumer repurchase decisions within the kebaya fashion market. This suggests that for any design project aiming for commercial viability and customer loyalty, a holistic approach to marketing strategy is paramount, ensuring that all customer touchpoints are optimized to foster repeat engagement and sales.
Source
E-Jurnal Manajemen Universitas Udayana
Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Ulang Kebaya pada Rumah Kebaya Bali Molek
journal · 2015
View sourceRelated studies
Questions About This Research
- What does the research say about marketing mix elements significantly drive repeat kebaya purchases?
- Designers and marketers must holistically manage product attributes, pricing strategies, promotional efforts, and distribution accessibility to cultivate a strong base of repeat customers for kebaya. Evidence: E-Jurnal Manajemen Universitas Udayana (2015).
- Why does "Marketing Mix Elements Significantly Drive Repeat Kebaya Purchases" matter for design?
- Understanding the impact of each marketing mix element is crucial for businesses in the fashion industry, particularly those focusing on traditional attire like kebaya. This insight allows for targeted strategies to foster customer loyalty and drive sustained sales.
- How can designers apply this research?
- Designers and marketers must holistically manage product attributes, pricing strategies, promotional efforts, and distribution accessibility to cultivate a strong base of repeat customers for kebaya.
- What were the main findings?
- Product significantly affects repurchase decisions.. Price significantly affects repurchase decisions.. Promotion significantly affects repurchase decisions.. Place significantly affects repurchase decisions.
- What research method was used?
- Quantitative research using linear regression analysis. with 112 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from E-Jurnal Manajemen Universitas Udayana.
- What should I do differently in my next project?
- Conduct a similar analysis for your own product or service to identify which elements of your marketing mix are most influential on customer loyalty and repurchase intent.
- What are the limitations?
- The study was specific to one business (Rumah Kebaya Bali Molek) and a particular geographic location (Denpasar, Bali), which may limit the generalizability of findings to other kebaya businesses or markets.