Analysis of the Effect of 4P Marketing Mix on Word of mouth,  Purchasing Decisions and Repurchase Intention

Kirana Putri Adisti; Minto Waluyo

doi:10.38035/dijefa.v6i3.4715

Authors

Kirana Putri Adisti Teknik Industri, UPN "Veteran" Jawa Timur
Minto Waluyo Teknik Industri, UPN "Veteran" Jawa Timur

DOI:

https://doi.org/10.38035/dijefa.v6i3.4715

Keywords:

Marketing Mix, Word of Mouth, Purchase Decision, Repurchase Intention, SEM

Abstract

This research aims to analyze the influence of the 4P marketing mix—product, price,
promotion, and place—on Word of Mouth (WOM), purchase decisions, and repurchase
intention among consumers of Kopi Keliling Surabaya. The study employed a quantitative
approach using Structural Equation Modeling (SEM) with Maximum Likelihood estimation,
involving 140 respondents who had made at least one purchase of Kopi Keliling products. The
findings indicate that price and promotion significantly affect WOM and purchase decisions.
However, the product and place variables were excluded from the final model due to
multicollinearity issues and failure to meet validity criteria. WOM was found to have a
significant impact on purchase decisions, while purchase decisions significantly influenced
repurchase intention. In contrast, price and promotion did not show a direct significant effect
on repurchase intention. The simultaneous regression equations suggest that promotion plays
the most dominant role in shaping WOM, purchase behavior, and future repurchase interest.
These results offer strategic insights for Kopi Keliling Surabaya in improving its marketing
effectiveness by focusing on strong promotional activities and value-based pricing strategies.
This study contributes to the understanding of marketing mix application in mobile coffee
businesses and helps guide managerial decision-making in a competitive, dynamic, and
consumer-driven market environment.

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