The Impact of Product Attributes, Price, Place, Advertising, and Sales Promotion: A Case of Kids Shampoo in Indonesia

  • Adelina Proboyo Faculty of Business and Economics, Petra Christian University Jl. Siwalankerto 121-131, Surabaya 60236, Indonesia
  • Bram Imantaka Kusuma Faculty of Business and Economics, Petra Christian University Jl. Siwalankerto 121-131, Surabaya 60236, Indonesia
Keywords: Kids Shampoo; Marketing Mix; Purchase Intention; Gap Analysis

Abstract

Kids shampoo has been the main driver of growth for the slow-growing baby and child hair care industry in Indonesia. Knowing this phenomenon, Company A launched Product X, a kids shampoo product, in 2016. The purpose of this research is to do a gap analysis between the perception and the expectation of intrinsic and extrinsic product attributes, sales promotion, and place. Prior to the gap analysis, 109 data is collected through online questionnaires and then analyzed using a multiple regression analysis to know the impact of intrinsic and extrinsic product attributes, price, place, advertising, and sales promotion on purchase intention. The result shows that intrinsic and extrinsic product attributes, sales promotion, and place influence purchase intention significantly, while price and advertising are not significant. From the gap analysis, the perceived performance of Product X on four significant elements is lower than the expectation.

References

Aaker, D., 1996. Building Strong Brands. New York: Free Press.

Adamu, U., and Bambale, E., 2016. The Effect of Brand Name on Consumer Purchase Intention in Kano Metropolis: A Conceptual Model. International Journal of Management and Commerce Innovations, 32(1): 58-63.

Alvarez, B., and Casielles, R., 2005. Consumer evaluations of sales promotion: the effect on brand choice. European Journal of Marketing. 39(1/2): 54-70.

Amelia, L.R., Kusumawati, A., and Mawardi, M. K., 2015. The Influence of Marketing Mix Variables on Purchase Decision and Customer Satisfaction (Case study of Customer of Vitiara Rent Car Malang). Jurnal Administrasi Bisnis. 28(2).

Asmed, Y. 2009. Pengaruh Persuasi Iklan Televisi Dan Kemasan Terhadap Minat Beli Konsumen: Studi Kasus Produk Mie Sedap Instan Pada Warga Kepuh RT 45 RW 11 Kelurahan Klitren Kecamatan Gondokusuman Yogyakarta. Under-graduate thesis. Universitas Sanata Dharma Yogyakarta.

Astuti, P. 2013. Pengaruh Event Marketing Terhadap Keputusan Pembelian Produk Rokok Envio Mild: Survei Pada Konsumen Bisnis Mitra Usaha PT. Djarum di Kab. Bandung. Undergraduate thesis. Universitas Pendidikan Indonesia.

Aydin, G., AR, A. A., and Taskin, C. 2014. The Role of Brand Trust on Parents’ Purchase Intentions of Baby-Care Products. Dogus Universitesi Dergisi, 15(2): 165-180.

Bachriansyah, R.A. 2011. Analisis Pengaruh Kualitas Produk , Daya Tarik Iklan, Dan Persepsi Harga Terhadap Minat Beli Konsumen Pada Produk Ponsel Nokia (Studi Kasus Pada Masyarakat di Kota Semarang). Undergraduate thesis. Universitas Diponegoro.

Bryman, A. 2012. Social Research Methods. 4th Edition. New York: Oxford University Press.

Company A. (2014). Brand Power Study.

Company A. (2015). Product Knowledge.

Company A. (2016). Brief on Product X.

Company A. (n.d.). Sales Cube.

Cooper, D., and Schindler, P. 2014. Business Research Methods. 12th Edition. New York: McGraw-Hill.

Coviello, N., Brodie, R., and Munro, H. 2000. An Investigation of Marketing Practice by Firm Size. Journal of Business Venturing, 15: 523-545.

Creswell, J. 2003. Research design: Qualitative, quantitative and mixed methods approaches. 2nd Edition. Thousand Oaks: SAGE Publications.

Darke, P., and Chung, C. 2005. Effects of pricing and promotion on consumer perceptions: it depends on how you frame it. Journal of Retailing, 81(1): 35-47.

de Chernatony, L. 2010. From brand vision to brand evaluation: The strategic process of growing and strengthening brands. 3rd Edition. Butter¬worth Heinemann.

Deliya, M., and Parmar, B. 2012, June. Role of Packaging on Consumer Buying Behavior–Patan District. Global Journal of Management and Business Research, 12(10): 49-68.

Euromonitor International. 2016. Baby and Child-Specific Products in Indonesia. Passport.

Espejel, J., Fandos, C., and Flavian, C. 2007. The role of intrinsic and extrinsic quality attributes on consumer behavior for traditional food products. Managing Service Quality, 17(6): 681-701.

Fadhilah, A.P. 2013. Analisis Pengaruh Produk, Harga, Promosi Dan Saluran Distribusi Terhadap Keputusan Pembelian Konsumen. Undergraduate thesis. Universitas Diponegoro.

Fandos, C. and Flavian, C. 2006. Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British Food Journal, 108(8): 646-662

Farooq, S., Habib, S., and Aslam, S. 2015, December. Influence Of Product Packaging On Consumer Purchase Intentions. International Journal of Economics, Commerce, and Management, 3(12): 538-547.

Ferdinand. 2006. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Dipo¬negoro.

Idoko, E., Nkamnebe, A. D., Ireneus, N. C., and Okoye, V. I. 2013. Effects of Intrinsic and Extrinsic Product Cues on Consumers’ Purchase Intention: A Study of Alcoholic Beverage Consumers in A Developing Country Metropolitan City. Journal of Arts, Science & Commerce, 4(3): 1-11.

Jimenez-Guerrero, J. F., Gazquez-Abad, J. C., Huertas-Garcia, R., and Mondejar-Jimenez, J. A. 2012. Estimating consumer preferences for extrinsic and intrinsic attributes of vegetables. A study of German consumers. Spanish Journal of Agricultural Research, 10(3): 539-551.

Kantar Worldpanel. 2016. AP Household Panel Data Q4, 2015.

Kawuriyan, R.R.S. 2009. Pengaruh Strategi Market¬ing Mix Terhadap Minat Pembelian Konsumen (Studi Pada Netbook “Acer Aspire One”). Undergraduate thesis. Universitas Sebelas Maret Surakarta.

Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd Edition. Upper Saddle River, New Jersey: Pearson Education, Inc.

Kolopita, D., and Soegoto, A. 2015. Analisis Atribut Produk Dan Harga Terhadap Minat Beli Mobil Suzuki Ertiga Di Kota Manado. Jurnal EMBA, 3(2): 12-24.

Kotler, P., and Armstrong, G., 2014. Principles of Marketing. 15th Edition. Upper Saddle River, New Jersey: Pearson Education.

Kotler, P., and Keller, K., 2016. Marketing Management. 15th Edition. Essex: Pearson.

Kumar, Dr. D. P. & Raju, K. V. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management, 14(4): 37-45.

Larissa, E.A. 2016. Pengaruh Atribut Kemasan Terhadap Minat Beli Konsumen (Studi Empiris Pada Konsumen Mie ABC Cup Di Kota Surakarta). Undergraduate thesis. Universitas Muham¬madiyah Surakarta.

Lee, M., and Lou, Y. C. 1996. Consumer Reliance on Intrinsic and Extrinsic Cues in Product Evaluations: A Conjoint Approach. Journal of Applied Business Research, 12(1): 21-29.

Lonial, S., and Zaim, S., 2000. Investigating Of Product Attributes And Their Affect On Overall Satisfaction. International Joint Symposium on Business Administration: Challenges For Business Administrators In The New Millennium: 553-564.

Low, S. P., and Tan, M. C. S. 1995. A Convergence of Western Marketing Mix Concepts and Oriental Strategic Thinking. Marketing Intelligence & Planning, 13(2): 36-46.

Mahmoud, T. O, Ibrahim, S. B., Ali, A. H., and Bleady, A. 2017. The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific and Engineer¬ing Research, 8(9): 1040-1048.

Morwitz, V. 2012. Consumers’ Purchase Intentions and their Behavior. Foundations and Trends in Marketing, 7(3): 181-230.

McCarthy, E. J., 1964. Basic Marketing. Illinois: Richard D. Irwin.

Mirabi, V., Akbariyeh, H., and Tahmasebifard, H. 2015. A Study of Factors Affecting on Customers Purchase Intention Case Study: the Agen-cies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 2(1): 267-273

Olson, J.C., 1972. Cue Utilization in The Quality Perception Process: A Cognitive Model and an Empirical Test. (AAI7315844). Dissertations, Purdue University

Olson, J.C., and Jacoby, J., 1972. Cue utilization in the quality perception process, in Venkatesan, M.(Ed.), SV – Proceedings of the Third Annual Conference of the Association for Consumer Research, Association for Consumer Research, Chicago, Illinois: 167-179.

Parasuraman, A., Zeithaml, V.A., Berry, L.L., 1985. A conceptual model of service quality and its implications for future research. Journal of Mar-ket¬ing, 49(4); 41-50.

Prabowo, I.J.K.G., 2016. Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga Dan Word Of Mouth Terhadap Minat Beli (Studi pada Maha-siswa Fakultas Ekonomi UNY pengguna iPhone). Undergraduate thesis. Universitas Negeri Yogyakarta.

Rahim, A., Safin, S. Z., Kheng, L. K., Abas, N., and Ali, S. M., 2006. Factors Influencing Purchasing Intention of Smartphone among University Students. Procedia Economics and Finance, 37: 245-253.

Rana, S. M. S., Osman, A., and Othman, Y. H. 2015. Factors Affecting Purchase Intention of Custo-mers to Shop at Hypermarkets. Meditteranean Journal of Social Sciences, 6(3): 429-434.

Richardson, P. S., Dick, A. S., Jain, A. K. 1994. Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58(4): 28-36.

Rizwan, M., Irshad, Q., Ali, K., Nadir, M., and Ejaz, M. 2013. Impact Of Sales Promotional Tools On Purchase Intention. International Journal of Management Sciences and Business Research, 2(1): 36-49.

Santoso, A., and Sungkari, H.S., 2013. The Analysis of The Impact Of Marketing Mix Toward Software Purchase Intention In Relation To Software Piracy In Indonesia. Journal of Business Strategy and Execution, 6(1): 58-70.

Schiffman, L. and Kanuk, L. L. 2004. Perilaku Kon-sumen (7th ed.). Jakarta: Indeks.

Setyanti, C. A. (2015, September 10). Faktor Pertim-bangan Orang Tua Saat Beli Produk untuk Bayi. CNN Indonesia. Retrieved August 28, 2019, from https://www.cnnindonesia.com/gaya-hidup/20150908123941-277-77310/faktor-pertimbangan-orang-tua-saat-beli-produk-untuk-bayi

Shrum, L., Lowrey, T., Luna, D., Lerman, D., and Liu, M., 2012. Sound symbolism effects across languages: Implications for global brand names. International Journal of Research in Marketing,: 1-5.

Siddiqui, A. (2014). TV Ads Impact on Consumer Purchase Intention. International Conference on Marketing. Institute of Business Administration Karachi.

Smith, P. (2006). Marketing Communications: an Integrated Approach. 4th Edition. London: Kogan Page.

Susanto, O., Natalia, M., and Siaputra, H. 2016. Pengaruh Bauran Pemasaran (Produk, Harga, Lokasi, Dan Promosi) Terhadap Minat Beli Konsumen Pada Hotel Budget Di Kawasan Surabaya Pusat. Journal Hospitality dan Mana-jemen Jasa, 4(2): 93-108.

Thakral, R. (2017, February 2). Winning Over Moms: The Most Sought After Demographic Online. E-Commerce. Retrieved February 1, 2018, from https://ecommerceiq.asia/southeast-Asia-mom-babies-online/

The Chartered Institute of Marketing. (2015). Mar-keting and the 7Ps: A summary of marketing and how it works. Retrieved September 10, 2019, from https://www.cim.co.uk/media/ 4772/7ps.pdf

The Jakarta Post. (2015, September 29). Indonesia's annual births nearly equaling Singapore's population. Retrieved February 1, 2018, from http://www.thejakartapost.com/news/2015/ 09/29/indonesia-s-annual-births-nearly-equaling-Singapore-s-population.html

Tjiptono, F., and Chandra, G. 2005. Manajemen Kua-litas Jasa. Yogyakarta: ANDI.

Veronika. 2016. Pengaruh Iklan Dan Brand Image Terhadap Minat Beli Konsumen, Dengan Brand Image Sebagai Variabel Mediasi, Kasus Calon Konsumen Shampoo Dove di Pusat Perbelanjaan: Gardena Department Store & Supermarket Yogyakarta. Undergraduate thesis. Universitas Sanata Dharma Yogyakarta.

Villamor, A., and Arguelles, R., 2014. Personal Selling and Social Media: Investigating Their Consequences to Consumer Buying Intention. International Conference on Business, Management, and Corporate Social Responsibility: 41-44.

Wang, E., and Yu, J., 2016. Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal 118 (12): 2963-2980.

Wardani, H.S. 2015. Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Konsumen Muslim Pada Jaizah Boutique Tlogosari Semarang. Undergraduate thesis. Universitas Islam Negeri Walisongo.

Yasmin, P. A. (2017, December 10). Mengintip Peluang Bisnis Produk Bayi di Tahun Depan. detikfinance. Retrieved January 31, 2018, from https://finance.detik.com/berita-ekonomi-bisnis/d-3762808/mengintip-peluang-bisnis-produk-bayi-di-tahun-depan?_ga=2.56132075. 172916329.1512315667-1209600160.15123 15666

Yoebrilianti, A. 2014. Pengaruh Promosi Penjualan Terhadap Minat Beli Produk Fashion Dengan Gaya Hidup Sebagai Variabel Moderator (Studi Kasus Pada Jejaring Sosial). Undergraduate thesis. Universitas Widyatama.

Published
2019-11-01
Section
Articles