The Influence of Marketing Mix on Purchase Intention at Argomulyo Culinary Center

Adrianus Tirta; Pele Widjaja; Irma Subagio; Ryani Gunawan; Enrico Nirwan Histanto; Kevin Gunawan Halim

doi:10.59110/rcsd.511

Authors

Adrianus Tirta Universitas Katolik Parahyangan https://orcid.org/0009-0009-3769-9277
Pele Widjaja Universitas Katolik Parahyangan, Bandung, Indonesia
Irma Subagio Universitas Katolik Parahyangan, Bandung, Indonesia
Ryani Gunawan Universitas Katolik Parahyangan, Bandung, Indonesia
Enrico Nirwan Histanto Universitas Katolik Parahyangan, Bandung, Indonesia
Kevin Gunawan Halim Universitas Katolik Parahyangan, Bandung, Indonesia

DOI:

https://doi.org/10.59110/rcsd.511

Keywords:

Culinary Center, Marketing Mix, Multiple Linear Regression, Purchase Intention, Yogyakarta

Abstract

The Argomulyo Culinary Center (ACC), a growing culinary hub in Yogyakarta, aims to attract local tourists but lacks a structured marketing approach to increase visitor purchase intention. To establish a foundation for designing a marketing approach, this study examines the influence of the 4P Marketing Mix (Product, Price, Place, and Promotion) on Purchase Intention at ACC. A quantitative approach was used, employing Multiple Linear Regression with Purposive Sampling of 160 Yogyakarta-based visitors. Data were collected through structured surveys and analyzed using SPSS software. The results indicate that Product has a significant effect on Purchase Intention (β = 0.226, p = 0.013), while Price (p = 0.983), Place (p = 0.508), and Promotion (p = 0.227) do not have significant partial effects. However, all four variables simultaneously influence Purchase Intention (p < 0.001). These findings suggest that ACC should prioritize product development, including expanding menu variety, enhancing quality of ingredients, and improving food presentation. Additionally, a training program for tenants is recommended, focusing on culinary innovation, digital marketing, and customer experience enhancement. These efforts are expected to strengthen ACC’s competitive position and attract more visitors. This research offers valuable insights for culinary businesses, especially in developing economies, struggling to establish a strong market presence. It demonstrates the critical role of product quality and innovation in driving purchase intention, highlighting the need for a holistic marketing approach and targeted training programs to enhance competitiveness.

References

Alabi, O. O., Ayinde, K., Babalola, O. E., Bello, H. A., & Okon, E. C. (2020). Effects of multicollinearity on Type I error of some methods of detecting heteroscedasticity in linear regression model. Open Journal of Statistics, 10(4), 664–677. https://doi.org/10.4236/ojs.2020.104041

Anggreyorina, A., Rohendi, A., & Rinawati, R. (2024). Optimalisasi digital marketing mix guna meningkatkan pendapatan usaha kost Airmadidi Kabupaten Minahasa Utara. PESHUM: Jurnal Pendidikan, Sosial dan Humaniora, 4(1), 374–382. https://doi.org/10.56799/peshum.v4i1.6426

Arikunto, S. (2010). Prosedur penelitian: Suatu pendekatan praktik. Rineka Cipta.

Baiocco, S., Leoni, L., & Paniccia, P. M. (2023). Entrepreneurship for sustainable development: Co-evolutionary evidence from the tourism sector. Journal of Small Business and Enterprise Development, 30(7), 1521–1546. https://doi.org/10.1108/JSBED-01-2023-0003

Bansal, P., & Kundu, S. S. (2024). Understanding the relationship between social media influencers and consumer purchase intentions: A review of literature. International Journal of Research Publication and Reviews, 5(2), 3498–3504. Retrieved from www.researchgate.net/publication/382304470_Understanding_the_Relationship_Between_Social_Media_Influencers_and_Consumer_Purchase_Intentions_A_Review_of_Literature

Berenson, M. L., Levine, D. M., Szabat, K. A., & Stephan, D. F. (2019). Basic business statistics: Concepts and applications (14th ed.). Pearson.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing (8th ed.). Pearson.

Cornell, S., Brander, R. W., & Peden, A. E. (2024). Likes, comments, and emergency responses: Exploring the burden of social media tourism on land managers and the need for risk communication. Health Literacy and Communication Open, 2(1), 1–12. https://doi.org/10.1080/28355245.2024.2313846

Cunningham, L., Gerlach, J. H., Harper, M. D., & Young, C. E. (2005). Perceived risk and the consumer buying process: Internet airline reservations. International Journal of Service Industry Management, 16(4), 357–372. https://doi.org/10.1108/09564230510614004

Dziubaniuk, O., Ivanova-Gongne, M., & Berdysheva, E. (2021). Challenges of network interaction in managing sustainable development projects in developing countries: Case of an international consulting company. Critical Perspectives on International Business, 18(4), 546–573. https://doi.org/10.1108/cpoib-08-2020-0115

Fulcher, G., & Davidson, F. (2021). The Routledge handbook of language testing. Routledge.

Google, Temasek, Bain & Company. (2024). e-Conomy SEA 2024. Google. Retrieved from https://economysea.withgoogle.com/report/

He, L., & Timothy, D. J. (2023). Tourists’ perceptions of ‘cultural and creative souvenir’ products and their relationship with place. Journal of Tourism and Cultural Change, 22(2), 143–163. https://doi.org/10.1080/14766825.2023.2293287

Hossan, D., Mansor, Z., & Jaharuddin, N. (2023). Research population and sampling in quantitative study. International Journal of Business and Technopreneurship (IJBT), 13, 209–222. https://doi.org/10.58915/ijbt.v13i3.263

Karim, R., Latip, N. A., Marzuki, A., Haider, S., Nelofar, M., & Muhammad, F. (2021). The impact of 4Ps marketing mix in tourism development in the mountain areas: A case study. International Journal of Economics and Business Administration, 9(2), 231–245. https://doi.org/10.35808/ijeba/700

Komariyah, I., & Sunandar, D. M. (2019). Implementasi bauran pemasaran kepariwisataan dalam upaya peningkatan kunjungan wisatawan. Jurnal ALTASIA, 1(2), 38–46. https://doi.org/10.37253/altasia.v1i2.463

Koojaroenprasit, S., & Pumpinyo, U. (2024). The 4Ps of marketing mix and the decision of installing of solar cell for Thai consumer in Bangkok, Thailand. Educational Administration: Theory and Practice, 30(6), 3138–3142. https://doi.org/10.53555/kuey.v30i6.6002

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management. Pearson.

KPD Balakrishnan, B., M. I., D., & Yi, W. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148(1), 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032

Kumar, R., Ahluwalia, I. S., Hazarika, D., Singh, M., & Goswami, C. (2022). Types of consumer buying behavior. Journal of Contemporary Issues in Business and Government, 28(4), 372–378. Retrieved from www.researchgate.net/publication/363336572_TYPES_OF_CONSUMER_BUYING_BEHAVIOUR

Kwak, S. G., & Park, S.-H. (2019). Normality test in clinical research. Journal of Rheumatic Diseases, 26(1), 5–11. https://doi.org/10.4078/jrd.2019.26.1.5

Liengaard, B. D., Sharma, P. N., Hult, G. T., Jensen, M. B., Sarstedt, M., Hair, J. F., & Ringle, C. M. (2021). Prediction: Coveted, yet forsaken? Introducing a cross-validated predictive ability test in partial least squares path modeling. Decision Sciences, 52(2), 362–392. https://doi.org/10.1111/deci.12445

Lin, Z., & Rasoolimanesh, S. M. (2022). Sharing tourism experiences in social media: A systematic review. Anatolia, 35(1), 67–81. https://doi.org/10.1080/13032917.2022.2120029

Lolakhon, R. (2024). Application of the 4P concept in tourism. Gospodarka i Innowacje, 51, 138–145. Retrieved from https://gospodarkainnowacje.pl/index.php/issue_view_32/article/view/3006

Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P.-K. (2020). The effects of social media marketing, trust, and brand image on consumers' purchase intention of GO-JEK in Indonesia. ICEBA 2020: 2020 The 6th International Conference on E-Business and Applications. Kuala Lumpur. https://doi.org/10.1145/3387263.3387282

Muliawan, K. S., & Oktavia, T. (2024). An empirical study on the social media users in Indonesia’s food industry to provide social media marketing strategies. Journal of System and Management Sciences, 14(1), 228–248. https://doi.org/10.33168/JSMS.2024.0114

Peña Garcia, N., Saura, I. G., Rodríguez-Orejuela, A., & Siqueira, J. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), 1–11. https://doi.org/10.1016/j.heliyon.2020.e04284

Perez-Melo, S., & Kibria, B. M. (2020). On some test statistics for testing the regression coefficients in presence of multicollinearity: A simulation study. Stats, 3(1), 40–55. https://doi.org/10.3390/stats3010005

Permana, R. (2022, August 5). Wisata Citumang dan pengelolaannya untuk pariwisata berkelanjutan. Seputar Pangandaran. Retrieved from seputarpangandaran.com/wisata-citumang-dan-pengelolaannya-untuk-pariwisata-berkelanjutan

Pramesti, F. A., & Ismi, F. T. (2024). Analyzing the culinary potential in the Bandung region, West Java. SocioVoyage: International Journal of Social Dynamics in Tourism, 1(3), 17–25. https://doi.org/10.56910/sociovoyage.v1i3.3

Prayitno, G., Auliah, A., Ari, I. R., Effendi, A., Hayat, A., Delisa, A., & Hiddlestone-Mumford, J. (2023). Social capital for sustainable tourism development in Indonesia. Cogent Social Sciences, 10(1), 1–23. https://doi.org/10.1080/23311886.2023.2293310

Ramya, N., & Ali, S. A. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76–80. Retrieved from www.researchgate.net/publication/316429866_Factors_affecting_consumer_buying_behavior

Sanjeevirajan, A. K., Babu, R. J., Paulraj, P., & K. S., P. S. (2023). A study on the effect of 4P's of marketing mix on retailers' satisfaction towards lubricant sprays. Academy of Marketing Studies Journal, 27(4), 1–9. Retrieved from https://www.researchgate.net/publication/380721701_A_STUDY_ON_THE_EFFECT_OF_4P'S_OF_MARKETING_MIX_ON_RETAILERS'_SATISFACTION_TOWARDS_LUBRICANT_SPRAYS

Sholahuddin, M., Wiyadi, Abas, N. I., Rahmawati, S. D., & Rahmawati, R. Y. (2024). Strategi digital marketing untuk peningkatan usaha UMKM binaan PCIM Malaysia. INNOVATIVE: Journal of Social Science Research, 4(1), 4147–4161. Retrieved from https://j-innovative.org/index.php/Innovative/article/view/7424

Skiera, B., Reiner, J., & Albers, S. (2021). Regression analysis. Springer. https://doi.org/10.1007/978-3-319-05542-8_17-1

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Ullal, M. S., Birau, R., & Popescu, V. (2025). Evaluating the impact of marketing mix by using machine learning for digital marketing. Multidisciplinary Science Journal, 7(6), 1–17. https://doi.org/10.31893/multiscience.2025302

Utami, H. N., & Firdaus, I. F. (2018). Pengaruh bauran pemasaran terhadap perilaku online shopping: Perspektif pemasaran agribisnis. Jurnal Ecodemica, 2(1), 136–146. Retrieved from ejournal.bsi.ac.id/ejurnal/index.php/ecodemica/article/view/3407

Vaghela, P. S. (2024, April). Sample size determination for social science research. https://doi.org/10.13140/RG.2.2.15657.40800

Varadisa, A. Q., & Kusuma, Y. B. (2024). Implementation of marketing mix in improving brand image: Case study on Bakso Mas Roy in Surabaya City, Merr Branch. Jurnal Manajemen Bisnis, 11(2), 1495–1507. https://doi.org/10.33096/jmb.v11i2.781

Yolanda, O., & Nugraha, R. N. (2024). 4P marketing mix strategy Samsung Galaxy Series A05 smartphone products. West Science Interdisciplinary Studies, 2(2), 294–307. https://doi.org/10.58812/wsis.v2i02.599

Zwanenburg, G., Hoefsloot, H. C., Westerhuis, J. A., Jansen, J. J., & Smilde, A. K. (2011). ANOVA–principal component analysis and ANOVA–simultaneous component analysis: A comparison. Journal of Chemometrics, 25(10), 561–567. https://doi.org/10.1002/cem.1400