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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

ranggapupita20@gmail.com

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.

Information

Marketing Mix (X

1

)

0,302

2,919

0,004

Significant

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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