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MARKETING MIX AND PSYCHOLOGY ON PURCHASE DECISION
AND REPURCHASE IN THE CREATIVE INDUSTRY
Dyah Rangga Puspita
Malang Academy of Administration Science, Malang, East Java, Indonesia
ranggapup[email protected]
PAPER INFO ABSTRACT
Received: March
2022
Revised: April
2022
Approved: April
2022
Background: Some factors that affect the success of the creative economy
such as purchasing by consumers include the marketing mix’ influence,
psychological influences, socio-cultural influences, and the influence of the
situation/environment. Satisfaction with the first purchase is a factor that
affects the repurchase intention.
Aim: This research aimed at discovering the influence of mixed marketing
and psychological condition on purchase decisions and repurchase for the
creative industry.
Method: This is explanatory research. The approach used is quantitative,
with a sample number of 91 out of 162 populations. Primary data collection
using questionnaires was conducted. The data analysis used in this study is
descriptive analysis and path analysis.
Findings: The first hypothesis
H1
received is "Marketing mix (X
1
) has a
significant effect on purchasing decisions (Y
1
)". For H
2
received, namely
"Psychology (X
2
) has a significant effect on purchasing decisions (Y
1
)". Then
for H
3
received, namely "Marketing mix (X
1
) has a significant effect on the
repurchase (Y
2
)". Furthermore, for H
4
received, namely "Psychological (X2)
has a significant effect on the repurchase (Y
2
)". For H
5
received, namely
"Purchase decision (Y
1
) has a significant effect on the repurchase (Y
2
)". The
results of the path analysis showed that there was an influence between the
marketing mix and the purchase decision by 30.2%, psychology to the
purchase decision by 20.9%, the marketing mix on the repurchase by 20.3%,
the psychological on the repurchase by 28.5% and the purchase decision on
the repurchase by 36.4%.
KEYWORDS
marketing mix, psychology, purchase decision, repurchase
INTRODUCTION
The creative industry is a sector that plays an important role in the progress of the
Indonesian economy. The creative economy subsector has a major contribution to the national
economy by contributing 7.44% to Gross Domestic Product (GDP), 14.28% to labor, and
13.77% to exports (Zaman & Suhartini, 2020). About 8.2 million creative businesses in
Indonesia are dominated by culinary, fashion, and craft businesses, so these 3 subsectors also
have the largest contribution to the GDP of the creative economy (Murni & Rekha, 2021). One
of the leading subsectors is fashion.
One of the factors that influence the success of the creative economy is purchases by
consumers. Purchasing decisions by these consumers are also influenced by various factors.
Factors that influence purchasing decisions according to Berkowitz (1992) include the
influence of the marketing mix, psychological influences, socio-cultural influences, and the
influence of the situation/environment.
Psychology is a science that studies a person's behavior and attitudes (Mustafa, 2011).
Purchasing decisions are based on how consumers perceive prices and the current actual price
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
874 Interdisciplinary Social Studies, 1(7), Apr 2022
they are considering—not the marketer's stated price (Tjiptodjojo, 2012). Repurchase is made
by a customer due to commitment to a brand or company (Ramadhan, 2020).
The purpose of this study is to test and explain the influence between marketing mix
variables on purchasing decision variables in the creative industries of the fashion sub-sector
Focus Model by Boy Barja, to test and explain the influence between psychological influences
on purchasing decision variables in the creative industries of the fashion sub-sector Focus
Model by Boy Barja, the influence between the variables of the marketing mix to the repurchase
variables in the creative industries of the Fashion Focus sub-sector. Model by Boy Barja, the
influence between the psychological influence variables on the repurchase variables in the
creative industries of the fashion sub-sector Focus Model by Boy Barja, and the influence
between the purchasing decision variables against the repurchase variables in the creative
industries of the fashion sub-sector Focus Model by Boy Barja.
According to Kotler (2008), consumer behavior is the study of how individuals, groups,
and organizations choose, buy, use, and how goods, services, ideas, or experiences to satisfy
needs and desires. The model of purchasing by consumers is the factor that influences a
consumer to make a purchase of a good or service. According to Berkowitz et al. (1992), factors
that influence purchasing decisions include marketing mix factors, psychological factors,
socio-cultural factors, and environmental factors.
Research conducted by Sriwardani (2017) revealed that the mix of marketing and service
has an influence on patient satisfaction both partially and simultaneously. This means that the
mix of marketing and service together can increase consumer satisfaction in making purchases.
The marketing mix consists of 4P (Product, price, place, and promotion) accompanied by
service.
According to Berkowitz et al. (1992), psychology helps a marketing worker understand
why and how consumers behave. Concepts of psychological factors include motivation,
personality, perception, learning, values, beliefs and attitudes, and lifestyles.
Kotler (2008) states that purchasing decisions are based on how consumers perceive prices
and the current actual price they are considering—not the marketer's stated price. The price
that consumers choose in the purchase stage is the price in consumer perception formed during
the information and knowledge search stage both affectively and cognitively.
According to Kotler (2008) "Customer loyalty is a repurchase made by a customer because
of a commitment to a brand or company". This opinion explains that loyalty is a consumer
behavior that is shown by buying products from a particular brand consistently and having a
commitment to a particular brand. The buying process is based on the purchase intention or the
intention of repurchase this consumer is closely related to the motive he has to use or buy a
particular product. The motive for this purchase is different for each consumer. Consumers will
choose products that contain attributes that they believe are relevant to what they need.
The creative economy in the perspective of organizing local government is ideally built
from innovative ideas (Innovation) that are able to stimulate economic, business, and
investment growth (Growing business), oriented competitiveness towards the transformation
of the creative industry (Competition) and can improve people's welfare.
Based on the aforementioned explanation, this research sould like to discover the influence
of mixed marketing and psychological condition on purchase decisions and repurchase for the
creative industry. It is expected to deliver more insight into the particular topic discussed here
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
875 Interdisciplinary Social Studies, 1(7), Apr 2022
to the readers and become a source of knowledge for the development of the national
economics.
Theoretical Framework
In this study, there are problems as mentioned in the background. Then compiled the
formulation of the problem, for the next presentation of previous research that supports
theoretical studies that are in accordance with the purpose of the research. Furthermore, data
collection is carried out at the research site, testing and data analysis, so that it can be known
the problems faced and a final conclusion of the research can be made so that a model of the
conceptual framework can be made as follows.
Figure 1. Research Concept Framework
Hypothesis
Based on the concept model above, a hypothesis can be arranged using four variables
consisting of two free variables and two bound variables. Free variables consist of a mix of
marketing decisions (X
1
) and psychologists (X
2
) for bound variables consisting of purchases
(Y
1
) and repurchases (Y
2
). The hypothesis in this study is as follows:
H
1
: Marketing mix (X
1
) has a significant effect on purchasing decisions (Y1) on the Focus
Model by Boy Barja
H
2
: Psychological (X
2
) has a significant effect on purchasing decisions (Y
1
) on the Focus
Model by Boy Barja
H
3
: Alleged marketing mix (X
1
) had a significant effect on the repurchase (Y
2
) of Focus Model
by Boy Barja
H
4
: Allegedly psychological (X
2
) has a significant effect on the repurchase (Y
2
) on the Focus
Model by Boy Barja
H
5
: Alleged purchase decision (Y
1
) has a significant effect on the repurchase (Y
2
) of Focus
Model by Boy Barja
METHOD
The study was conducted to examine the influence of the marketing mix and psychological
factors on purchasing and repurchase decisions. If viewed from the problems that have been
presented, to answer the purpose of research then the research approach used is a quantitative
approach. The study sample of 91 people from a total population of 162 with criteria had made
more than one purchase in the Focus Model by Boy Barja. Primary data was gathered through
the use of questionnaires. The descriptive and path analyses were employed to analyze the data
in this study.
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
876 Interdisciplinary Social Studies, 1(7), Apr 2022
RESULTS AND DISCUSSION
Based on the calculations that have been done, the results of the analysis of the influence
path of the marketing mix (X
1
) and psychology (X
2
) on purchasing decisions (Y
1
) as presented
in the following table.
Table 1. Coefficient Results in Direct Influence of Marketing Mix (X
1
) and Psychological
(X
2
) on Purchasing Decisions (Y
1
)
Variable
Standardized Coefficients
Beta
t
Sig.
Marketing Mix (X
1
)
0,302
2,919
0,004
Psychological (X
2
)
0,209
2,023
0,046
R Square X
1
= 0,142
R Square X
2
= 0,101
R Square X
1
and X
2
= 0,243
a = 0,05
Source: Primary data processed, 2022
The marketing mix variable has t
count
of 2,919 so that it is greater than the t
tabel
(1,661) with
a significance of 0.004 then the marketing mix is significant to the purchase decision.
Psychological variables have a calculation of 2.023 so that it is greater than the t
tabel
(1.661)
with a significance of 0.046, psychological variables have a significant effect on purchasing
decisions.
The result of the coefficient of influence of the marketing and psychological mix variables
on purchasing decisions with a value of R Square 0.243 so that it affects 24.3%. The results of
this analysis also prove that the marketing mix affects purchasing decisions with an R Square
value of 0.142 so that which affects 14.2% and psychologically affects purchasing decisions
with R Square 0.101 so that which affects 10.1%.
Based on the calculations carried out, the results of the analysis of the influence path of
the marketing mix (X
1
) and psychological (X
2
) and purchasing decisions (Y
1
) on the repurchase
(Y
2
) as presented in the following table.
Table 2. Coefficient Results of the Direct Influence of the Marketing Mix (X
1
) and
Psychology (X
2
) and Purchase Decisions (Y
1
) on Repurchases (Y
2
)
Variable
Standardized
Coefficients Beta
t
Sig.
Information
Marketing Mix (X
1
)
0,203
1,953
0,032
Significant
Psychology (X
2
)
0,285
2,759
0,007
Purchase Decision (Y
1
)
0,364
3,397
0,001
R Square X
1
= 0,041
R Square X
2
= 0,081
R Square Y
1
= 0.133
R Square X
1
, X
2
, and Y
1
= 0.255
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
877 Interdisciplinary Social Studies, 1(7), Apr 2022
α = 0,05
Source: Primary Data Processed, 2022
The marketing mix variable has a t
count
of 1.953 so that it is greater than the t
tabel
(1,661)
with a significance of 0.032 then the marketing mix is significant towards repurchase. For
psychological variables have a calculation of 2,759 so that it is greater than the t
tabel
(1.661)
with a significance of 0.007, the psychological variable has a significant effect on repurchase.
The purchase decision variable has a calculation of 3,397 so that it is greater than the t
tabel
(1,661) with a significance of 0.001, the purchase decision variable has a significant effect on
repurchase.
The result of the coefficient of influence of the variable line of influence of the marketing
mix, psychological and purchasing decisions towards repurchase with a value of R Square
0.255 so that it has an effect of 25.5%. The results of this analysis also prove that the marketing
mix affects repurchases with a value of R Square 0.041 so that it affects 4.1%, psychologically
affecting repurchases with R Square 0.081 so that it affects 8.1%. And the purchase decision
affects the repurchase with an R Square value of 0.133 so that it affects 13.3%.
Y
1
= 0.142 (X
1
) + 0.101 (X
2
)
Y
2
= 0.041 (X
1
) + 0.081 (X
2
) + 0.133 (Y
1
)
Figure 2. Research Path Analysis Results
Source: Primary Data Processed, 2022
The marketing mix (X
1
) affects purchase decisions (Y
1
) which is 0.302 or 30.2%.
Psychological (X
2
) affects purchase decisions (Y
1
) which is 0.209 or 20.9%. The marketing
mix (X
1
) affects repurchases (Y
2
) which is 0.203 or 20.3%. Psychology (X
2
) affects repurchase
(Y
2
) which is 0.285 or 28.5%. The purchase decision (Y
1
) affects the repurchase (Y
2
) which is
0.364 or 36.4%.
Hypothesis Test Results
A hypothesis is a conjecture of the relationship or influence of the variables studied. There
are five hypotheses proposed in this study and get the following test results.
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
878 Interdisciplinary Social Studies, 1(7), Apr 2022
Table 3. H
1
Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
40,064
4,645
8,624
,000
Marketing Mix
,378
,098
,377
3,843
,000
a. Dependent Variable: Purchasing Decision
Source: Primary Data Processed, 2022
It is known that the t
count
value for the marketing mix (X
1
) against the purchase decision
(Y
1
) of 3,843 is greater than the t
tabel
(1,661) and with a P-Value value of 0.000 (smaller than
0.05), it is stated that the first hypothesis H
1
received is "Marketing mix (X
1
) has a significant
effect on purchasing decisions (Y
1
)".
Table 4. H
2
Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
43,253
4,634
9,334
,000
Psychologic
al
,259
,082
,318
3,164
,002
a. Dependent Variable: Purchasing Decision
Source: Primary Data Processed, 2022
The psychological t
count
value (X
2
) to the purchase decision (Y
1
) of 3,164 is greater than
the t
tabel
(1,661) and with a P-Value of 0.002 (smaller than 0.05), it is stated that the second
hypothesis of H
2
is accepted, namely "Psychological (X
2
) has a significant effect on purchasing
decisions (Y
1
)".
Table 5. H
3
Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
21,344
3,698
5,772
,000
Marketing Mix
,153
,078
,203
1,953
,045
a. Dependent Variable: Repurchase
Source: Primary Data Processed, 2022
The t
count
value for the marketing mix (X
1
) against repurchase (Y
2
) is 1,993 greater than
the t
tabel
(1,661) and with a P-Value value of 0.045 (smaller than 0.05), it is stated that the
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
879 Interdisciplinary Social Studies, 1(7), Apr 2022
third hypothesis H
3
received is "Marketing mix (X
1
) has a significant effect on the repurchase
(Y
2
)."
Table 6. H
4
Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Itself.
B
Std. Error
Beta
1
(Constant)
18,668
3,527
5,294
,000
Psychology
,175
,062
,285
2,808
,006
a. Dependent Variable: Repurchase
Source: Primary Data Processed, 2022
The psychological t
count
value (X
2
) against repurchase (Y
2
) of 2,808 is greater than the t
tabel
(1,661) and with a P-Value of 0.006 (smaller than 0.05), it is stated that the fourth hypothesis
of H
4
is accepted, namely "Psychological (X
2
) has a significant effect on the repurchase (Y
2
)"
Table 7. H
5
Test Results
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t
Sig.
B
Std. Error
Beta
1
(Constant)
12,677
4,305
2,945
,004
Purchasing Decision
,274
,074
,364
3,692
,000
a. Dependent Variable: Repurchase
Source: Primary Data Processed, 2022
The t
count
value for the purchase decision (Y
1
) against the repurchase (Y
2
) of 3,692 is
greater than the t
tabel
(1,661) and with a P Value value of 0.000 (smaller than 0.05), it is stated
that the fifth hypothesis of H
5
is accepted, namely "Purchase decision (Y
1
) has a significant
effect on repurchase (Y
2
). "
CONCLUSION
1) Influence between marketing mix variables on purchasing decision variables in the
industry, there is an influence between the marketing mix on the purchasing decisions
of the creative industry of the fashion sub-sector Focus Model by Boy Barja. The
marketing mix (X
1
) has a significant effect on purchasing decisions (Y
1
);
2) There is a psychological influence on the purchasing decisions of the creative industry
of the fashion sub-sector Focus Model by Boy Barja. Psychological (X
2
) has a
significant effect on purchasing decisions (Y
1
);
3) There is an influence between the marketing mix on the repurchase of the creative
industries of the fashion sub-sector Focus Model by Boy Barja. The marketing mix (X
1
)
has a significant effect on the repurchase (Y
2
);
Marketing Mix and Psychology on Purchase Decision and Repurchase in the Creative Industry
880 Interdisciplinary Social Studies, 1(7), Apr 2022
4) There is a psychological influence on repurchase in the creative industry of the fashion
sub-sector Focus Model by Boy Barja psychology (X
2
) has a significant effect on the
repurchase (Y
2
);
5) There is an influence between purchasing decisions on repurchase in the creative
industries of the fashion sub-sector Focus Model by Boy Barja. Purchasing decisions
(Y
1
) have a significant effect on repurchases (Y
2
).
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