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Irman Firmansyah
Sekolah Pascasarjana, Institut Pertanian Bogor
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Journal : International Journal of Business, Law, and Education

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The Evolving Marketing Mix in the Digital Age and Customer Mix: How Does It Affect Purchase Intention? Pitri, Tedi; Firmansyah, Irman; Rijanto, Raden; Firmansyah, Deri
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1003

Abstract

The era of technological disruption in the 21st century is increasingly challenging the traditional 4P marketing mix concept to evolve to facilitate the creation of hybrid communication and services in the digital environment. This study aims to explore the causality predictive model between the evolution of the 4P marketing mix model and the customer mix considered in the modern business landscape of the digital age, by analyzing how it affects the purchase intention?, the mediating effect of the customer mix is examined. Quantitative research with a survey type is developed in predictive causality modeling, relying on the power of prediction. The statistical analysis applied Partial Least Squares-Structural Equation Modelling 4 (PLS-SEM4). The survey was conducted to 89 selected respondents with a purposive sampling technique approach. The findings of the study show that the evolution of the 4P marketing mix positively and significantly has a direct and indirect effect on purchase intention. The customer mix has a positive and significant effect on purchase intention. The customer mix has a positive mediating effect with moderate predictive power. These findings can fill the gap and expand the recognition that the evolution of the 4P marketing mix that is aligned with technological developments has relevance to the modern business landscape based on digital platforms. The evolution of the 4P marketing mix in the digital age, which integrates the customer mix as an important mediator in customer-centric platform-based business operations, plays a major role in attracting purchase intention.
Co-Authors Abrista Devi Adrian Adrian Akbar, Ridho Riadi Aldila Dinanti, Aldila Aminah, Mimin Andriani , R. Neneng Rina Andriani, R. Neneng Rina Andriani, Rd. Neneng Rina Anggraini, Winda Ayu Ardani, Yanuar Arif Sapta Yuniarto Arif Sapta, Yuniarto Asikin, Munawar Aulia Rizka, Aulia Badruzaman, Jajang Bagus Sumargo, Bagus Casnan Casnan Casnan, Casnan Dede Arif Rahmani Dedi Kusmayadi Dermawan, Wildan Dwi Dodi Tirtana E. Mudjaddid A. Siswanto Deddy N.W.Achadiono Hamzah Shatri Eka Ginanjar Em Yunir, Em Firmansyah, Deri Gumelarsari, Meliani Hamid, Baharom Abdul Harry Isbagio Hilmianto, Rizky Indra Refipal Sembiring Indrawati , Nur Khusniyah Jaya, Rama Chandra Joko Jong Kadir Kadir Katili, Hidayat Arismunandar Khursatul Munibah Kurniawati, Ane Leo Nainggolan Mar’atusholikha, Vidya Muflih, Rizaldi Mulyono Mulyono Munawar, Andri Helmi Nawawi, M Kholil Nilam Novita Sari Noor Wahid, Nisa Noorwati Noorwati Nugraha, Asep Anwar Nugraha, Ginanjar Adi Nur Hasanah Nurhajanah, Siti Nuriza, Felia Aidah Octisari, Sully Kemala OPAH ROPIAH, OPAH Paulus B.K. Santoso Pitri, Tedi Pratama, Ihsan PUJI LESTARI Purwanti, Gina Putra, Aquinaldo Sistanto Putri, Pretisila Kartika Rahman, Rani Rijanto, Raden Robert Kurniawan, Robert Roni, Budianto Rosidah, Euis Rudi Putranto Rustensi, Tedi Rusydiana, Aam S Safariza, Dena Santun R.P. Sitorus Siregar, Dania Sudarsono Sukamto Koesnoe Syartinilia . TATAN SUKWIKA Tiara Pradani Triwahyuni, Heti Umbara, Danu Wahid, Nisa Noor Wahyudin Wahyudin Widiatmaka Wirdaniati, Wida Wiwin Ambarwulan