Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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All Journal Growth: Journal Management and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Ardiansyah Ardiansyah
Politeknik Tempo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Do All Marketing Mix Elements Matter Equally? Purchase Decisions and Customer Satisfaction among Generation Z iPhone Consumers in Greater Jakarta Harry Jundrio; Indira Tribhuwana Tungga Dewi; Assyifa Rachma Nabela; Ardiansyah Ardiansyah; Rahmi Utami; Shalfi Andri
Growth: Journal Management and Business Vol. 4 No. 01 (2026): June 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v4i01.1503

Abstract

This study investigates the effects of the marketing mix dimensions, namely product, price, promotion, and place, on purchase decisions and customer satisfaction. A quantitative research approach was employed using a survey method, involving Generation Z iPhone consumers residing in the Greater Jakarta metropolitan area, Indonesia. Respondents were selected using non-probability purposive sampling, with the principal inclusion criteria being individuals born between 1997 and 2012, residing in Greater Jakarta, and having purchased an iPhone at least once. The study involved 225 respondents. The collected data were analyzed using multiple linear regression with IBM SPSS version 27 to examine the influence of each independent variable on purchase decisions and customer satisfaction. The findings indicate that product, price, promotion, and place have positive and significant effects on customer satisfaction. However, with respect to purchase decisions, only product and price exhibit positive and significant effects, whereas promotion and place do not significantly influence consumers' purchase decisions. Product emerges as the most influential determinant of customer satisfaction and also exerts the strongest influence on purchase decisions among all independent variables. These findings suggest that product quality and appropriate pricing constitute the primary considerations influencing consumers' satisfaction and purchasing decisions. Accordingly, firms should prioritize product value and appropriate pricing while strategically utilizing promotion and distribution to strengthen customer satisfaction.
Determinan Kegagalan Marketplace Vertikal Home Living di Indonesia: Studi Kasus Renos Marketplace Shalfi Andri; Fransiscus Carlos S; Ardiansyah Ardiansyah; Indira Tribhuwana Tungga Dewi
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 3 (2026): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i3.11481

Abstract

The expansion of Indonesia's e-commerce market has not by itself made vertical marketplaces viable. This study examines the failure of Renos Marketplace Indonesia, a home living and home improvement platform that began operating in June 2021 and shut down permanently on 25 January 2026, and examines it alongside the near-simultaneous closure of NocNoc, its affiliate in Thailand, as a parallel case. The study adopts an exploratory single-case design with document analysis, two-stage thematic coding, and source triangulation across academic literature, corporate disclosures, national business media, and market reports. Each reported failure factor is supported by at least two independent sources of different types. Seven interacting factors emerge: purchase frequency insufficient to amortise customer acquisition costs; weak repeat purchase; asymmetric competition from horizontal platforms that together held about 92 percent of Indonesian e-commerce GMV in 2025; the logistics of bulky goods; partial product-market fit in a high-involvement category whose buyers still inspect goods in person; reliance on a corporate sponsor without an independent path to profitability; and geographic concentration in Jakarta. Six sustainability strategies are proposed and illustrated with Indonesian home living platforms that adopted omnichannel and business-to-business revenue models. The study makes a conceptual contribution by arguing that failure in this segment stems less from managerial execution than from a structural mismatch between the characteristics of the product category and the architecture of the marketplace model.
Co-Authors Assyifa Rachma Nabela Fransiscus Carlos S Harry Jundrio Indira Tribhuwana Tungga Dewi Rahmi Utami Shalfi Andri