Publication Date: 2022/08/14
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.
DOI: https://doi.org/10.5281/zenodo.6990364
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT22JUL1211.pdf
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