Authors :
Gabriel Yudhistira Hanifyanto; Djumarno; Adi Nurmahdi
Volume/Issue :
Volume 7 - 2022, Issue 7 - July
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3C9Vg4N
DOI :
https://doi.org/10.5281/zenodo.6990364
Abstract :
- Basic education service is a line of business that
can bind customers in the long term. Purchasing decisions
are influenced by several considerations of marketing mix
variables, namely product, price, promotion and place.
The long duration of consumption for basic education
services can determine the intention to repurchase the
services. This study aims to analyse the effect of the
marketing mix on repurchase intentions, by looking at the
decision to choose a school as a mediation. The population
was taken from parents of new grade students who
entered the 2021/2022 academic year, with as many as
828 people, 270 samples were derived and spread
proportionally to 17 schools based on the number of the
students. The data was processed using the SEM method
with the tool of SMART-PLS software. The four variables
also have a positive and significant effect on purchasing
decisions with a size effect of product (0.235), price
(0.145), promotion (0.928) and place (0.141). Purchase
decision has a positive and significant effect as a
mediating variable among the four marketing mix
variables with repurchase intentions.
Keywords :
Product, Price, Promotion, Place, Purchase Decision, Repurchase Intention.
- Basic education service is a line of business that
can bind customers in the long term. Purchasing decisions
are influenced by several considerations of marketing mix
variables, namely product, price, promotion and place.
The long duration of consumption for basic education
services can determine the intention to repurchase the
services. This study aims to analyse the effect of the
marketing mix on repurchase intentions, by looking at the
decision to choose a school as a mediation. The population
was taken from parents of new grade students who
entered the 2021/2022 academic year, with as many as
828 people, 270 samples were derived and spread
proportionally to 17 schools based on the number of the
students. The data was processed using the SEM method
with the tool of SMART-PLS software. The four variables
also have a positive and significant effect on purchasing
decisions with a size effect of product (0.235), price
(0.145), promotion (0.928) and place (0.141). Purchase
decision has a positive and significant effect as a
mediating variable among the four marketing mix
variables with repurchase intentions.
Keywords :
Product, Price, Promotion, Place, Purchase Decision, Repurchase Intention.
