Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

Eko Agus Susilo; Cahya Nova Kurniawan; Christina Clariza Avianty

doi:10.26905/jp.v20i1.10970

Exploring the contingent role of 4B’s marketing mix towards customers’ attitude

Eko Agus Susilo, Cahya Nova Kurniawan, Christina Clariza Avianty

Abstract

Modern consumers regard social media as a reference group through which they can meet their demands by trading-up purchases for the purpose of recognition in reference groups. Limited edition products are those that take advantage of consumer requirements in this way. Consumers have a more favorable view toward a brand the more closely their self-image and the brand image aligned. The purpose of this study is to examine the 4B marketing mix including Best, Bargaining, Buffer Stocking, and Bombarding towards customer attitude in the context of footwear. Using a quantitative explanatory approach, the sample of this study is 97 people who are consumers of footwear with the Converse Brand in Malang City. The research instrument used an online questionnaire and was analyzed using descriptive analysis and inferential analysis using SPSS version 25. The findings showed that the variables Best, Bargaining, Buffer Stocking, and Bombarding were able to influence customers' attitudes towards Converse footwear consumers in Malang. It is hoped that through these findings, the Converse brand will increase the dissemination of information regarding product quality and retailer capabilities as well as marketing optimization in strengthening consumer perceptions regarding the brand.

Keywords

Best, Bargaining, Buffer stocking, Bombarding, Customers’ attitude

Full Text:

PDF

References

Adulyanukosol, A., & Silpcharu, T. (2020). Footwear design strategies for the Thai footwear industry to be excellent in the world market. Journal of Open Innovation: Technology, Market, and Complexity, 6(1), 5. https://doi.org/10.3390/joitmc6010005

Ansari, M. E., & Jolodar, S. Y. (2011). An investigation of TV advertisement effects on customers’ purchasing and their satisfaction. International Journal of Marketing Studies, 3(4), 175–181. https://doi.org/10.5539/ijms.v3n4p175

Arismunandar, T., Maureza, Hartoyo, & Krisnatuti, D. (2019). The influence of experiential marketing on customer satisfaction and loyalty. Journal of Promotion Management, 28(7), 994–1018. https://doi.org/10.1080/10496491.2022.2054903

Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120 (November 2018), 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040

Estrada-Cruz, M., Rodriguez-Hernández, N., Verdú-Jover, A. J., & Gómez-Gras, J. M. (2022). The effect of competitive intensity on the relationship between strategic entrepreneurship and organizational results. International Entrepreneurship and Management Journal, 18(1), 1–24. https://doi.org/10.1007/s11365-020-00670-1

Geng, R., & Chen, J. (2021). The influencing mechanism of interaction quality of UGC on consumers’ purchase intention – an empirical analysis. Frontiers in Psychology, 12(July), 1–12. https://doi.org/10.3389/fpsyg.2021.697382

Gerlach, G. I., Rödiger, K., Stock, R. M., & Zacharias, N. A. (2016). Salespersons’ empathy as a missing link in the customer orientation–loyalty chain: an investigation of drivers and age differences as a contingency. Journal of Personal Selling and Sales Management, 36(3), 221–239. https://doi.org/10.1080/08853134.2016.1205446

Ghimouz, C., Kenné, J. P., & Hof, L. A. (2023). On sustainable design and manufacturing for the footwear industry – Towards circular manufacturing. Materials and Design, 233(August). https://doi.org/10.1016/j.matdes.2023.112224

Habel, J., Alavi, S., & Linsenmayer, K. (2021). From personal to online selling: How relational selling shapes salespeople’s promotion of e-commerce channels. Journal of Business Research, 132(June 2020), 373–382. https://doi.org/10.1016/j.jbusres.2021.04.036

Hooley, G., Piercy, N. F., Nicoulaud, B., & Rudd, J. M. (2017). Marketing Strategy & Competitive Positioning. In Pearson Education Limited (Vol. 6).

Juárez-Varón, D., Mengual-Recuerda, A., Capatina, A., & Núñez Cansado, M. (2023). Footwear consumer behavior: The influence of stimuli on emotions and decision making. Journal of Business Research, 164(May). https://doi.org/10.1016/j.jbusres.2023.114016

Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. (1st Ed). John Wiley & Sons.

Khoirunnisa, S. R., Wiyani, W., & Susilo, E. A. (2023). Relationship between customer, cost, convenience, and communication on consumer buying decisions. Jurnal Penelitian, 19(2), 106–117. https://doi.org/10.26905/jp.v19i2.9246

Kirk, M. M., Mattock, J. P. M., Coltman, C. E., & Steele, J. R. (2022). Do the footwear profiles and foot-related problems reported by netball players differ between males and females? Sports Medicine - Open, 8(1). https://doi.org/10.1186/s40798-022-00495-y

Kirk, M. M., Mattock, J. P. M., Coltman, C. E., & Steele, J. R. (2023). What do male netball players want in their footwear? Design recommendations for netball-specific shoes for men. Applied Ergonomics, 113(March), 104075. https://doi.org/10.1016/j.apergo.2023.104075

Kopel, M., Petrakis, E., & Ressi, A. (2019). Endogenous scope of firm-union bargaining with vertical pay comparisons. Journal of Economic Behavior and Organization, 167, 39–52. https://doi.org/10.1016/j.jebo.2019.09.017

Kotler, P., Kevin, K., & Chernev, A. (2021). Marketing Management. Global Edtion.

Kuncoro, M. (2014). Metode Riset untuk Bisnis & Ekonomi. (Edisi 4). Erlangga.

Maulana, A., & Oktaviani, A. (2022). Strategi bargaining penjualan secara langsung dipasar minggu dalam menghadapi persaingan dengan pasar modern. Keuangan dan Akuntansi (MEKA), 3(1), 507–513.

Petruzzellis, L., Fronzetti Colladon, A., Visentin, M., & Chebat, J. C. (2021). Tell me a story about yourself: The words of shopping experience and self-satisfaction. Journal of Retailing and Consumer Services, 63(August), 102703. https://doi.org/10.1016/j.jretconser.2021.102703

Pham, H. S. T., & Petersen, B. (2021). The bargaining power, value capture, and export performance of Vietnamese manufacturers in global value chains. International Business Review, 30(6), 101829. https://doi.org/10.1016/j.ibusrev.2021.101829

Reyes, J., Alvarez, K., & Vasquez, R. (2015). Dynamic buffer management for raw material supply in the footwear industry. Journal of Industrial and Intelligent Information, 4(1), 1–8. https://doi.org/10.12720/jiii.4.1.1-8

Sambe, S. A. (2013). A Critical analysis of advertising bombardment in today’s world. IOSR Journal of Humanities and Social Science, 11(3), 48–56.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business - A Skill-Building Approach. (7th Ed.). John Wiley & Sons.

Sutopo, W., Bahagia, S. N., Cakravastia, A., & Arisamadhi, T. M. A. (2012). A buffer stock model to ensure price stabilization and availability of seasonal staple food under free trade considerations. ITB Journal of Engineering Science, 44(2), 128–147. https://doi.org/10.5614/itbj.eng.sci.2012.44.2.3

Vazquez, J. O. H., Gonzalez, S. H., Vazquez, J. I. H., Fernandez, V. F., & de la Fuente, C. I. C. (2022). Buffer allocation problem in a shoe manufacturing line: A metamodeling approach. Revista Facultad de Ingenieria, 103, 175–185. https://doi.org/10.17533/udea.redin.20210735

Weinlich, P., & Semerádová, T. (2022). Emotional, cognitive, and conative response to influencer marketing. New Techno Humanities, 2(1), 59–69. https://doi.org/10.1016/j.techum.2022.07.004

DOI: https://doi.org/10.26905/jp.v20i1.10970