The Impact of Marketing Mix Variables upon The Repurchase Intention of Customers in Mixue Tangerang City, Indonesia

Joshua Michael Servilo Tarigan; Mentiana Sibarani; Roland Y. H. Silitonga

doi:10.56741/jmsd.v3i03.677

Authors

Joshua Michael Servilo Tarigan
joshua.servilo@gmail.com
Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa
Mentiana Sibarani Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa
Roland Y. H. Silitonga Institut Teknologi Harapan Bangsa https://orcid.org/0000-0002-1823-5129

DOI:

https://doi.org/10.56741/jmsd.v3i03.677

Keywords:

Marketing Mix, Multiple Linear, Regression, Repurchase Intention, Tangerang City

Abstract

The franchise industry is one of the most prominent businesses in 2024, where Mixue is one of such brands that dominate the F&B franchise sector in the Indonesian market. Although Mixue shows high performance in Indonesia, there are a few exceptions in several regions where some outlets have declined such as Tangerang City, Indonesia. Hence research is needed to see the viewpoint of Mixue Tangerang City's citizens on the marketing mix of Mixue, where the factors are as follows: Product, Price, Place, and Promotion. The evaluation is important to help owners adjust their marketing strategy specifically in Tangerang City to help boost citizen's intention to buy Mixue products again in the future (repurchase intention). The research is conducted qualitatively, where the samples used are the customers of Mixue Tangerang who have bought more than once. The response is collected using an online questionnaire, in which they answer using the Likert Scale. The result will be analyzed using the Multiple Linear Regression Analysis method using the software SPSS version 26. The research gains 103 Mixue Tangerang City customer respondents. The research shows that the variables of Product, Price, Place, and Promotion have a significant impact on Repurchase Intention simultaneously. Aside from that, the result shows that Product, Place, and Promotion each have a significant partial impact on Repurchase Intention. However, research shows that the Price factor does not have a significant partial impact on Repurchase Intention.

Downloads

Download data is not yet available.

Author Biographies

Joshua Michael Servilo Tarigan, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa

was born in Jakarta on January 24, 2000. Her undergraduate degree is in Bioenergy and Chemurgy, Chemical Engineering from Bandung Institute of Technology (ITB), Bandung (2022), and his graduate degree in Management from Harapan Bangsa School of Business (STIE HB), Bandung (2024) Indonesia. His research focuses on The Impact of Marketing Mix Variables on The Repurchase Intention. (email: joshua.servilo@gmail.com).

Mentiana Sibarani, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa

is a member of Forum Manajemen Indonesia, Jalan Airlangga 4, Surabaya Indonesia. She had experience in International Trade as an export-import coordinator for 15 years. She observes and communicates about research development in management. Her research is on Financial Performance. Green Business and Sustainability. (email: mentiana@ithb.ac.id).

Roland Y. H. Silitonga, Institut Teknologi Harapan Bangsa

holds his undergraduate degree is in Mechanical Engineering; his master’s degree and doctorate are in Industrial Engineering and Management, Institut Teknologi Bandung, Indonesia. His researches are on Inventory Systems, Innovation Management and Industrial Value Chain Analysis. He is a lecturer at the Industrial Engineering Department, Institut Teknologi Harapan Bangsa, Indonesia. (email: roland@ithb.ac.id).

References

Kementerian Perdagangan Republik Indonesia. (2019). Peraturan Menteri Perdagangan Nomor 71 Tahun 2019 tentang Penyelenggaraan Waralaba. Jakarta: Kementerian Perdagangan.

International Franchise Association. (2021). Economic Outlook. FranData. https://www.franchise.org/sites/default/files/2021-02/Economic%20Outlook%202021_web2.pdf

International Trade Administration. (2023). Market Intelligence: Indonesia Franchising. https://www.trade.gov/market-intelligence/indonesia-franchising

Mixue Website. (2023). What Is The Story Behind Mixue Ice Cream & Tea? http://www.mixue.co.id/menu

Yiran, Z. (2024). Mixue's rags-to-riches tale is inspirational for peer firms. China Daily. https://global.chinadaily.com.cn/a/202403/27/WS66038f67a31082fc043bef17.html

VOI. (2023). Mixue, China's Hot Ice Cream Waralaba In Indonesia. https://voi.id/en/bernas/260687

Faddila, S. P., & Sumarni, N. (2023). How Does Mixue's Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students. West Science Business and Management, 1(05), 451-458. DOI: https://doi.org/10.58812/wsbm.v1i05.508

Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521.

Wichmann, J. R., Uppal, A., Sharma, A., & Dekimpe, M. G. (2022). A global perspective on the marketing mix across time and space. International Journal of Research in Marketing, 39(2), 502-521. DOI: https://doi.org/10.1016/j.ijresmar.2021.09.001

Arifiansyah, R. (2024). Sentiment Analysis and Marketing Mix in Twitter Conversations About Mixue. Ilomata International Journal of Management, 5(1), 133-156. DOI: https://doi.org/10.52728/ijjm.v5i1.1028

Terry, A., & Grünhagen, M. (2017). Franchising in Southeast Asia: Prerequisites, progress, and prospects. Handbook of research on franchising, 451-481. DOI: https://doi.org/10.4337/9781785364181.00035

Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Marketing in a changing world. Underst. Bus.: process, 6, 69-90.

Fuciu, M., & Dumitrescu, L. (2018). From Marketing 1.0 to marketing 4.0–The evolution of the marketing concept in the context of the 21st century. In International conference knowledge-based organization (Vol. 24, No. 2, pp. 43-48). DOI: https://doi.org/10.1515/kbo-2018-0064

Goi, C. L. (2009). A review of marketing mix: 4Ps or more. International journal of marketing studies, 1(1), 2-15. DOI: https://doi.org/10.5539/ijms.v1n1p2

Jasin, M., & Firmansyah, A. J. U. S. C. M. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SME products. Uncertain Supply Chain Management, 11(1), 383-390. DOI: https://doi.org/10.5267/j.uscm.2022.9.004

Bujang, M. A., Omar, E. D., & Baharum, N. A. (2018). A review on sample size determination for Cronbach’s alpha test: a simple guide for researchers. The Malaysian journal of medical sciences: MJMS, 25(6), 85. DOI: https://doi.org/10.21315/mjms2018.25.6.9

Alfonsius, A., Depari, G. S., & Huang, J. P. (2021). Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(2), 209-224. DOI: https://doi.org/10.24252/minds.v8i2.22171

Amofah, O., Gyamfi, I., & Tutu, C. O. (2016). The influence of service marketing mix on customer choice of repeat purchase of restaurant in Kumasi, Ghana. European Journal of Business and Management, 8(11), 102-112. DOI: https://doi.org/10.5539/ijbm.v11n12p222

Puspita, D. R. (2022). Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry. Interdisciplinary Social Studies, 1(7), 873-880. DOI: https://doi.org/10.55324/iss.v1i7.167

Rasyid, A., Yudiandri, T. E., Nurhab, M. I., Papilaya, F., & Heryadi, D. Y. (2023). The Effect of Marketing Mix on Repurchase Intention of Hydroponic Farm Vegetable Products. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(2), 376-381. DOI: https://doi.org/10.35870/jemsi.v9i2.1043

Nabila, E. Y., Listiana, E., Purmono, B. B., Fahruna, Y., & Rosnani, T. (2023). Determinants of Repurchase Intention: A Study on Ease of Use, Trust and E-Satisfaction Construct in Shopee Marketplace. East African Scholars Journal of Economics, Business and Management, 6(1), 29-36. DOI: https://doi.org/10.36349/easjebm.2023.v06i01.004

Fikri, M., & Lisdayanti, A. (2020). Influence of promotion mix and perceived usefulness in improving the repurchase intention of Linkaja applications. International Journal of Finance & Banking Studies (2147-4486), 9(1), 76-84. DOI: https://doi.org/10.20525/ijfbs.v9i1.665

Ananda, A. S., Hanny, H., Hernández-García, Á., & Prasetya, P. (2023). ‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 524-547. DOI: https://doi.org/10.3390/jtaer18010027

Goaill, M. M., Al-Hakimi, M. A., Mohammed Al-Hattami, H., Ali Murshid, M., Al-Mogahed, A., & Obad, S. (2023). The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects. SAGE Open, 13(4), 21582440231221353. DOI: https://doi.org/10.1177/21582440231221353