Enhancing Consumer Choices towards 4P Strategy's Influence on Offline and Online Purchase Intention
Description
Abstract. The 4P Marketing Strategy is an important variable for both offline and online store business models because the variables Product, Price, Promotion, and Place will serve as a strong foundation for a business's success. By effectively using the 4P Marketing Strategy, a business can increase purchase interest by aligning consumer satisfaction and attracting consumer attention from the aspects of Product, Price, Promotion, and Place to meet their conditions and expectations. This study aims to examine how consumer purchase interest is influenced by the 4P marketing strategy (Product, Price, Promotion, and Place) in the operations of SAYZ KPOP STORE, both offline and online. This research uses a quantitative approach with a sample size of 101 respondents. The subjects of the research include individuals who have previously made purchases at Sayz Kpop Store, both online and in person, as well as individuals who have never transacted at Sayz Kpop Store's business operations to gain insights into their perceptions. In this study, primary data was collected using a questionnaire that employs a Likert scale for its measurements. The technique used to process the respondents' results is simple regression analysis. Based on the data analysis, the results found that purchase intention is significantly influenced by the 4P marketing strategy (Product, Price, Promotion, and Place), consumer purchase intention is influenced by the 4P marketing strategy variables by 58.5%. These findings can help SAYZ KPOP STORE and other SMEs understand that each variable in Product, Price, Promotion, and Place affects consumer behavior in their purchase intentions. Keywords : 4P Marketing Strategy, Purchase Intention, Offline and Online Stores, Digital Marketing