Analysis of Marketing Mix Effect on Air Purifier Purchase Decisions During Covid-19 Pandemic


Authors : Sarsa Surya Rizkita; Aries Susanty; Hery Suliantoro; Naniek Utami Handayani

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/4pbfaxwv

DOI : https://doi.org/10.5281/zenodo.8330741

Covid-19 pandemic that occurred first outbreak in 2020 has had so many impacts to people’s lives. One of them is the impact on the economy which causes a decrease in consumer buying ability or purchase power. Daily basic needs and health products are prioritized, but in the other hand, the fact show that electronic product, especially air purifier actually had increased sales during pandemic. This is because public awareness of the importance of clean and healthy indoor air quality has increased. Air purifier is an electronic appliances that functions to filter the air in the room (indoor air). Based on this, this research would like to examine about what factors influence consumer behavior in purchasing decisions for air purifier products. The factors studied are the marketing mix which includes product, price, place and promotion. The statistical test used in data processing is logistic regression to see how the decision to buy or not to buy is associated with marketing mix. Furthermore, the finding of the analysis, the results of the factors that have a big influence are product which the appearance / design of the air purifier, and features that equipped on the air purifier. The price variable is an attractive offer such as a discount or cashback, for a place, which is an offer of convenience in a store location that provides an air purifier, so that it is further expanded for distribution route, and for promotional variables, the importance of store sales promoters to be able to serve and provide product information to consumers. The results of this analysis are used as information for brand marketing or strategies for electronic and e-commerce stores to highlight points that become consumers' attractiveness and consideration in purchasing an air purifier. So that in the future there can be continued improvement in marketing strategies to increase sales of air purifier products.

Keywords : Consumer Behaviour, Logistic Regression, Marketing Mix.

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