The Effect of Marketing Mix Strategy towards Clients’ Decision to Purchase the Investment Product through Brand Personality as the Intervening Variable in Wanaartha Life Jember


Authors : Theresia Jetty Agustien Sriwardani; Suwignyo Widagdo; Yuniorita Indah Handayani

Volume/Issue : Volume 6 - 2021, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3hrAC5d

This research aims to examine the effect of marketing mix strategy towards clients’ decision to purchase the investment product through the role of brand personality mediation. The author collected 56 questionnaires from respondents, the clients who have purchased the investment product in Wanasrtha Life Jember and examined simultaneous relationship with path analysis. The result of this research indicated that marketing mix strategy which is include the combination of product, price, place and promotion components significantly affected the clients’ decision to purchase the investment product. This strategy also had a significant effect on brand personality. In fact, brand personality was proven to have positive effect on clients’ decision to purchase the investment product. The result of this research is expected to be able to support the management of Wanaarta Life in order to develop the component of mix marketing strategy which has been applied better, especially in investment product innovation. Although many previous studies examined the relationship between the variable of marketing mix strategy and purchasing decisions, but this research also considered the mediating role of brand personality towards the clients’ decision to purchase the investment product. This is what underlies the originality and novelty of this research.

Keywords : Strategi Marketing Mix; Brand Personality; Purchasing Decision.

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