Marketing mix strategies influencing repeat purchase intention among customers on online selling

Abstract

Marketing strategy is a construct that is central to the practice of marketing and is at the conceptual heart of the field of strategic marketing. This study focused on the influence of marketing mix strategies on repeat purchase intention among online selling customers. This study uses a descriptive research design in order to address marketing mix strategies that influence repeat purchase intentions. The researchers distributed the researcher-made questionnaire to the 100 online respondents with the use of a convenience sampling method. The results indicated that product, place, and promotion were influential, and all of them influenced online customers to make repeat purchases. However, the price has a description of being moderately influential, which signifies that the majority of the online customers have a repeat purchase intention. And with that, there were no significant differences existed in the level of influence of marketing mix strategies in terms of product, place, price, and promotion on the repeat purchase intention among customers on online selling when grouped according to age, sex, shopping frequency, spending on online shopping, family income, and purchases. Therefore, the customers’ subjective knowledge about the marketing mix strategies turns out to be relatively positive, and all of them are good moderators of repeat purchase intention.