A Review of Purchases Intention, Marketing Mix and Brand Loyalty Literature: Mini-Review Approach
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Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
A Review of Purchases Intention, Marketing Mix and
Brand Loyalty Literature: Mini-Review Approach
Muzayyanah Yuliasih, Monizaihasra Mohamed, Mohd Yusoff Yusliza,
Jumadil Saputra and Zikri Muhammad
Faculty of Business, Economics and Social Development
Universiti Malaysia Terengganu
21030 Kuala Nerus, Terengganu, Malaysia
99muzayyanah@gmail.com, monizamohamed@umt.edu.my, yusliza@umt.edu.my,
jumadil.saputra@umt.edu.my, zikri@umt.edu.my
Abdul Talib Bon
Department of Production and Operations
Universiti Tun Hussein Onn Malaysia
86400 Parit Raja, Johor Malaysia
talibon@gmail.com
Abstract
In modern world marketing, the marketing mix is one of the main concepts and strategies to encourage
brand loyalty and purchase intention. Its marketing strategy combines four elements, namely product,
price, promotion, and place. Furthermore, all marketing strategies aim to encourage consumer
behaviour to create consumer loyalty, consumer awareness, and consumer trust to increase sales
revenue. Thus, discussing the relationship between marketing mix, brand loyalty, and purchase
intention are considered and researchers' primary focus. This paper seeks to understand the literature
on marketing mix, brand loyalty, and purchase intention collected from various sources. This research
is designed using a qualitative approach through a literature study. A review of the marketing mix,
brand loyalty, and purchase intention is carried out by reading and analysing 26 journal article review
papers and summarised in two tables, namely journal articles and publisher distribution and article
categories based on their subject. This study's finding is a significant effect of the marketing mix on
brand loyalty and its impact on purchase intention. In conclusion, this study has successfully identified
that the marketing mix (4P) and brand loyalty can increase customer purchase intention.
Keywords
Purchases Intention, Marketing Mix and Brand Loyalty and Mini-Review Approach
1. Introduction
The marketing mix is one of the main concepts in the modern marketing world to increase selling revenue.
Product, price, promotion, and place are strategies to encourage brand loyalty, which impact the purchase
intention process (Kotler, 2016). Psychologically, the 4P marketing mix is the most significant influence on
consumer cognitive and affective. It will impact consumer behaviour in seeing a product (Hsu et al., 2018). The
role of marketing products is to evaluate consumers' expectations with the reality obtained from a product. The
product will directly affect the brand's brand and consumer perceptions and overall product evaluation. It implies
that good and bad will directly impact consumer brand loyalty (Kambiz et al., 2011). The quality of a product
dramatically affects brand loyalty (Chadwick et al., 2018). It can be looking when consumers choose a particular
product, and the first thing is the brand of the product. Still, when consumers perceive the product as
unsatisfactory and affect brand loyalty. Consumers no longer believe the brands offered by manufacturers
because, empirically, they already feel dissatisfaction with these products.
The next factor that has an impact on brand loyalty and purchase intention is the price. Price is an exchange
rate equated with money or other goods for the benefits obtained from a product. Price is closely related to
consumer satisfaction; consumers will agree to producers' prices when consumers feel satisfied with the product.
Price is a component of the P4 marketing mix that produces the most manageable costs and elements to adapt to
other marketing mix programs (Kotler and Keller, 2012). Price is very influential and impacts other variables,
and significantly affects brand loyalty and purchase intention (Gómez et al., 2017). The fourth factor that can
affect brand loyalty and purchase performance is the place. According to Kotler (2016), distributing products,
© IEOM Society International 5601Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
both goods and services from producers to consumers, can be called a distribution strategy. The effect on brand
loyalty and purchase intention is significant (Bose et al., 2016). When consumers easily and quickly get products,
it will impact consumer loyalty to our products. Consumer loyalty is an affirmation of loyalty to products and
brands (Muthukrishnan, AV, 2015). All elements of the P4 marketing mix are closely related to the development
of brand equity components such as brand loyalty, brand awareness and brand image (Munawar et al., 2017).
This relationship will have an impact on consumer purchase interest in the products the company offers. So it is
clear that brand loyalty is one factor describing consumer satisfaction and impacting consumer purchase
intention.
2. Materials and Methods
The mini-review on purchases intention, marketing mix and brand loyalty were conducted by reading through
and analysing 26 peer-reviewed journal articles. These articles are summarised in the tables below. The first
table presents the journal article's information regarding the title, authors, publishers, and publication year. The
second table represents the contents of the journal articles, including the study's objectives, the findings, and the
recommendations.
Table 1. Journal and Publisher Distribution
No Article Name Author(s) Journal Publisher Year
Journal of
Product involvement, price Alcina G. Ferreira,
1 Product & Brand Emerald 2011
perceptions, and brand loyalty Filipe J. Coelho.,
Management
Does product design matter?
Hsu, C. L., Chen, Y. Information Emerald
Exploring its influences in
2 C., Yang, T. N., Lin, Technology & Publishing 2018
consumers' psychological
W. K., & Liu, Y. H. People Limited
responses and brand loyalty
Evaluation of the effects of Hanzaee, K. H., African Journal of
Academic
3 product involvement facets on Khoshpanjeh, M., & Business 2011
Journals
brand loyalty Rahnama, A. Management
The Comparative Analysis of Ramiz, M., Qasim,
Journal of
the Factors Effecting Brand M., Rizwan, M., Macrothink
4 Sociological 2014
Loyalty towards Samsung Aslam, F., & Institute
Research
Products Khurshid, A.
Consumer Involvement With Journal of Taylor &
VonRiesen, R. D., &
5 the Product and the Nature of Marketing Francis 2011
Herndon, N. C.
Brand Loyalty Channels Group, LLC
International
Product quality, convenience
Conference on
and brand loyalty: A case Chadwick, C., & Atlantis
6 Business and 2016
study of Silverqueen's Piartrini, P. S. Press
Management
adolescent consumers
Research
Consumer–brand
identification revisited: An
integrative framework of
Popp, B., & Journal of Brand Macmillan
7 brand identification, customer 2017
Woratschek, H. Management Publishers
satisfaction, and price image
and their role for brand loyalty
and word of mouth
Building Brand Equity:
Niknik Ahmad Saudi Journal of
Marketing Mix Analysis Scholar Me
8 Munawar Dan Hapzi Humanities and 2017
(Empirical Case Study of Ink Publication
Ali. Social Sciences
Brand Refill Data Print)
Impact of product
Emerald is a
differentiation, marketing Davcik, N. S., & European Journal
9 global 2015
investments and brand equity Sharma, P. of Marketing
publisher
on pricing strategies
Determinants and outcomes of Gómez, M., Martín‐ Journal of
John Wiley
10 price premium and loyalty: A Consuegra, D., Díaz, Consumer 2017
& Sons, Ltd
food case study E., & Molina, A. Behaviour
The effect of product quality, Afthanorhan, A.,
Growing
medical price and staff skills Awang, Z., Salleh, F., Management
11 Science, 2018
on patient loyalty via cultural Ghazali, P., & Science Letters
Canada
impact in medical tourism Rashid, N. J. M. S. L.
© IEOM Society International 5602Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
Brand Equity of a Tourist Kim, H. K., & Lee, Journal
12 MDPI 2018
Destination T. J. Sustainability
Persistent preferences in Now
Foundations and
market place choices: brand Publishers
13 Muthukrishnan, A. V. Trends in 2015
loyalty, choice inertia, and Incorporated
Marketing
something in between. .
Measuring customer-based
Journal of Taylor &
place brand equity (CBPBE): Bose, S., Roy, S. K.,
14 Strategic Francis 2016
An investment attractiveness & Tiwari, A. K.
Marketing Group
perspective.
Sales Promotion and
Tomas Bata
Consumer Loyalty: A Study of Journal of
15 Oyeniyi, O. University in 2011
Nigerian Tecommunication Competitiveness
Zlin
Industry
The effects of lucky draw African Journal of
Yeboah-Asiamah, E., Emerald is a
sales promotion on brand Economic and
16 Quaye, D. M., & global 2016
loyalty in mobile Management
Nimako, S. G. publisher
telecommunication industry Studies
Role of Advertising and Nikabadi, M. S., Journal of
Taylor &
17 Promotion in Brand Equity Safui, M. A., & Promotion 2015
Francis
Creation Agheshlouei, H. Management
Cardinale, S., Marketing Emerald is a
Place-based brand experience,
18 Nguyen, B., & Intelligence & global 2016
place attachment and loyalty
Melewar, T. C. Planning publisher
Journal of
Influence of sensory stimuli Moreira, A. C.,
Business Taylor and
19 on brand experience, brand Fortes, N., & 2017
Economics and Francis
equity and purchase intention Santiago, R.
Management
Causal relationships among International Canadian
Khan, N., Rahmani,
dimensions of consumer-based Journal of Center of
20 S. H. R., Hoe, H. Y., 2015
brand equity and purchase Business and Science and
& Chen, T. B.
intention: Fashion industry. Management Education
The effect of negative online The International
customer reviews on brand Beneke, J., de Sousa, Review of Retail,
Taylor and
21 equity and purchase intention S., Mbuyu, M., & Distribution and 2015
Francis
of consumer electronics in Wickham, B. Consumer
South Africa Research
How does greenwashing affect
Marketing Emerald
green branding equity and
22 Akturan, U. Intelligence & Publishing 2018
purchase intention?An
Planning Limited
empirical research
Brand Equity on Purchase
IOSR Journal of
Intention Consumers' Bougenvile, A., & IOSR
23 Economics and 2017
Willingness to Pay Premium Ruswanti, E. Publisher
Finance
Price Juice
International
Brand Equity and Consumer Moslehpour, M., Conference on
24 Purchase Intention of iPhone Chiu, W. T., Lin, P. Service Systems IEEE 2019
and HTC in Taiwan. K., & Shalehah, A. and Service
Management
Brand Equity, Brand Cobb-Walgren, C. J.,
Journal of Taylor and
25 Preference, and Purchase Ruble, C. A., & 1995
Advertising Francis
Intent Donthu, N.
Impact of Brand Equity on
Purchase Intention and
Naeini, A., Azali, P. Management and www.absron
Development, Brand
26 R., & Tamaddoni, K. Administrative line.org/jour 2015
Preference and Customer
S. Sciences Review nals
Willingness to Pay Higher
Prices
Table 1 summarises the article name, author (s), journal, publisher, and year collected from various related
sources, including purchases intention, marketing mix and brand loyalty.
© IEOM Society International 5603Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
Table 2. Articles Category Based on the Subject
No Article Name Objectives Findings Recommendations
1 Product This paper aims to Price perceptions Further research
involvement, price contribute to the literature partially mediate product advises using
perceptions, and on brand loyalty by involvement influences variables other than
brand loyalty illustrating the on brand loyalty. It is a those used in this
mechanisms through novel finding. Moreover, study
which product product involvement
involvement influences relates positively to six
brand loyalty price perceptions, and
this is also original. As
expected, value
consciousness and sale
proneness are
detrimental to brand
loyalty, whereas price-
quality schema
contributes to it.
Unexpectedly, however,
price consciousness, sale
proneness and price
mavenism are positively
related to loyalty.
2 Does product design The aim of this paper is The results indicate that Future research may
matter? Exploring to investigate whether the product design extend the sampling
its influences in product design affects the significantly affects both framework to various
consumers' psychological responses cognitive response and industries, such as
psychological of customers (i.e. affective response, the design of other
responses and brand cognitive and affective which, in turn, fast-moving
loyalty responses) to significantly affect both consumer goods, to
smartphones, and, in turn, attitudinal brand loyalty increase the validity
affects their brand loyalty and behavioral brand of our research
(i.e. brand loyalty loyalty. The findings also results. The next
attitudes and behaviors), suggest that the researcher uses
further advancing moderating effect of measures from
knowledge of product product involvement on different sources, or
design and management. the relationship between applies a longitudinal
brand. product design and design to solve this
affective response is problem
statistically significant,
although it does not
positively and
significantly moderate
the link between product
design and cognitive
response.
3 Evaluation of the This study was performed Three dimensions,
effects of product to investigate the effects namely purchase interest,
involvement facets of product involvement purchase pleasure, and
on brand loyalty on brand loyalty. sign value, directly
affected brand loyalty.
However, the two other
dimensions of product
involvement, risk
probability and risk
importance, did not
affect brand loyalty.
4 The Comparative Aims of this research are Results of our study Further research can
Analysis of the basically to spot what show a significant include the price
Factors Effecting factor and the quality
© IEOM Society International 5604Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
Brand Loyalty kinds of factors influence relationship between in Pakistan is
towards Samsung brand loyalty in Pakistan. brand image, brand trust, measured in terms of
Products. customer satisfaction, cost, so another
perceived quality, research would be
purchase. needed to investigate
the effect of price
over brand loyalty.
5 Consumer This study was concerned Evidence was found that
Involvement With with the possibility of an a more favorable brand
the Product and the association between attitude and a higher
Nature of Brand consumer involvement level of commitment to
Loyalty with the product and two the brand are more likely
different behavioral when the level of
phenomena—true brand involvement with the
loyalty and spurious product is above average.
brand loyalty. True brand loyalty also is
more likely under
conditions of above-
average involvement.
Conversely, below-
average involvement,
less favorable brand
attitude, and lower
commitment tend to be
associated with one
another and with a lack
of true loyalty.
6 Product quality, This study aims to This study reveals that in Further studies need
convenience and analyse the relationship the adolescent segment to explore the effect
brand loyalty: A between product quality market of chocolate bar of subjective norms
case study of and repurchase behavior product, the relationship and the influence of
Silverqueen's as well as a relationship between quality as well shopping orientation
adolescent between convenience and as convenience and on the intention to
consumers repurchase intention- repurchase intention are buy chocolate bar
behavior based on the not significant. products.
perspective of
Expectancy
Disconfirmation Theory
and Resource Matching
Theory.
7 Consumer–brand This study aims to The results demonstrate Future research can
identification analyse the relationship that identification, provide the insights
revisited: An between product, price satisfaction, and price into the relationships
integrative and customer satisfaction image significantly among key constructs
framework of brand influence both loyalty from the different
identification, and word of mouth. research streams,
customer Moreover, we find therefore should
satisfaction, and significant encourage future
price image and interrelationships among studies with similar
their role for brand the constructs: endeavors.
loyalty and word of Identification positively
mouth influences both
satisfaction and price
image, which also
increases satisfaction.
8 Building Brand This study aims to The results showed that Further research can
Equity: Marketing analyse the positive and the products are positive examine the variables
Mix Analysis significant influence of and significant that are not observed
(Empirical Case the marketing mix on impact on brand equity by researchers.
Study of Ink Brand Brand Equity in Data partially, price has a Where in this study
Refill Data Print) Print refill ink. The significant and positive the dependent
products of the partial effect on brand equity variable (Brand
brand equity, brand Equity Y) can only
© IEOM Society International 5605Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
equity ratio price partially, Places have a be explained by
partially, place partially significant and positive about 57.0% of the
on brand equity, effect on brand equity independent variable
promotion of the brand partially, and promotion (4P variable). While
equity and partial positively and positively the remaining 43.0%
positive and significant affects partial brand is the research
impact Product, Price, equity. And variable unobserved variable.
Place, and Promotion of Products, Price, Place
the brand equity and Promotion have a
simultaneously. positive and significant
effect on brand equity
simultaneously.
9 Impact of product This paper aims to show The study suggests that Future research can
differentiation, the effect of brand equity, brand equity, marketing use different market
marketing marketing investment and investment and product players (SMEs,
investments and product differentiation are MNCs, retailers)
brand equity on differentiation on price in closely associated with
pricing strategies small and medium price. Using a cluster
enterprises (SMEs), analysis, the authors
multinational companies found that the premium
(MNCs) and price is significantly
retailers (private labels). associated with product
differentiation based on
innovation and company
type.
10 Determinants and This paper examines The results provide Future research can
outcomes of price determinants and empirical support for the add moderating
premium and outcomes of price proposed differences on variables, such as
loyalty: A food case premium and loyalty on a the relationships of price social value were
study food product. premium and loyalty rejected after expert
The study attempts to fill with their determinants evaluation and its
this gap by offering new and outcomes. association with
insights into consumer's Positioning is the CSR.
perspectives, as strongest and unique
concerns food marketing, element of the
and to empirically test a determinants of price
model that includes five premium. Awareness,
determinants or corporate social
drivers: awareness, responsibility, and
corporate social quality are the drivers of
responsibility, origin, loyalty. Both constructs
quality, and positioning have a positive influence
on word-of-mouth.
11 The effect of The aim of this research This study revealed that
product quality, is to understand the effect medical price and staff
medical price and of product quality, skill had positive
staff skills on patient medical price and staff significant effects on
loyalty via cultural skill on patient's loyalty cultural impact and
impact in medical through cultural impact in patient loyalty. In terms
tourism medical tourism of indirect effect, the
cultural impact mediates
the relationships between
product quality, medical
price, and staff skills on
patient's loyalty.
12 Brand Equity of a This study looks at the The results of this study Further research
Tourist Destination impact of branding in suggest that price and recommends to use
relation to the largest word of mouth have other populations. In
group of inbound beneficial effects on addition, comparative
overseas tourists to South perceived quality, studies with other
Korea, the Chinese publicity, and brand metropolitan cities in
awareness, and Korea can be another
advertisement has option to effectively
© IEOM Society International 5606Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
beneficial effects on expand this type of
brand image. We also study.
found that brand
awareness and perceived
quality have impacts on
brand image, and brand
image is related to brand
loyalty.
13 Persistent This study examines the y four different types of
preferences in relationship between loyalty: (1) persistence
market place brand equity and preference based on ego
choices: brand emotional content that involvement and
loyalty, choice has an impact on emotional commitment
inertia, and purchase decisions and a weaker version of
something in this, which is preference
between persistence based on
person brand
relationships of varying
degrees such as brand
attachment, strong self-
brand connections,
and love (2) persistent
preferences based on
hedonistic or utilitarian
product benefits, (3)
repeat buying based on
non-preference
considerations, and (4)
habitual buying behavior
or inertia. In terms
strength, certainly the
first category (type 1)
scores over others.
14 Measuring This study develops a The dimensions of the
customer-based measurement instrument scale consist of brand
place brand equity for customer- awareness, brand image,
(CBPBE): An based place brand equity perceived quality, and
investment (CBPBE) for a place brand loyalty.
attractiveness from the investment
perspective attractiveness perspective
15 Sales promotion and The purpose of this paper The paper found that, Future studies can
consumer loyalty: A is to investigate the there is positive adopt a more
study of nigerian impact of social media relationship between representative sample
tecommunication marketing activities on sales promotion and for 137 social media.
industry brand loyalty, value customer loyalty. More Future studies should
consciousness and brand importantly, it was examine a wider
consciousness. discovered that non-loyal variety of moderating
customers are more variables and should
prone to switch to further compare the
competing products as a impact of traditional
result of sales promotion media marketing and
than loyal customers. social media
marketing and
identify which media
have a stronger
impact on the
research variables.
16 The effects of lucky This study specifically The result showed that Future study can add
draw sales examines the relationship LDSP positively relate to the effective
promotion on brand between promotion and cognitive brand loyalty, strategies to manage
loyalty in mobile its effect on Brand and to behavioral brand all the marketing
telecommunication Loyalty loyalty through affective activities that
industry and conative brand influence customers'
© IEOM Society International 5607Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
loyalty. All hypothesised cognition to ensure
relationships among the that, the desired
sequential four-stage action or behaviour
loyalty were confirmed, toward a brand is
except the direct elicited
relationship between
LDSP and behavioral
brand loyalty.
17 Role of Advertising This article surveys the Th result prove the Future research can
and Promotion in effects of the individual's effective role of the help us better
Brand Equity attitude toward individual's attitude recognise the process
Creation advertising and toward advertising in of the creation of the
nonmonetary promotions promoting the brand brand equity by
besides other subjects, equity. The deficiency of conducting more
namely advertising cost advertising in affecting surveys on the
and monetary promotions the perceived quality and background of the
on brand equity brand association, and customer-based
the inefficacy of brand equity. They
nonmonetary promotions can also obtain more
on brand equity are the useful results in this
fascinating ramifications. field by combining
In addition, the findings and surveying other
show that businesses can practical and
improve the process of theoretical aspects of
the brand equity the marketing mix
management by elements. Ultimately,
contemplating the this research can be
relations between the conducted on other
dimensions of the brand products with various
equity. specifications, and
future research ought
to consider the
functional probability
of these results in
other countries and
cultures
18 Place-based brand The purpose of this paper The result showed that a Future research can
experience, place is to explore: whether the positive winery consider that the
attachment and experience of a winery experience – consisting experiences are
loyalty visit may lead of relaxing, educational, responsible for place
to a customer's emotional entertaining, aesthetical attachment and place
attachment to the place and well-served tasting loyalty so it will be
where the winery is of good products - in a useful to understand
located; and whether this winery, develop both which experiences
can emotional attachment the clients of other
lead to the establishment and subsequent loyalty to wine zones prefer to
of long-lasting the place in which the experience during a
relationships and loyalty winery is located visit to a place-based
to the place. The context brand. Also, replicate
of the study this study in other
is the wine region of kinds of tourism and
Friuli Colli Orientali in destination brands to
the North East of Italy. ascertain if the results
of this research
are generalisable to
other industries and
settings
19 Influence of sensory This study analyses the The results reveal that Future studies need
stimuli on brand use of sensory sensory stimulation to use more
experience, brand stimulation that is used positively influences heterogeneous
equity and purchase by various brands to brand experience and samples in terms of
intention encourage desired brand equity, which, in age and occupation
turn, have a positive
© IEOM Society International 5608Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
behavior among their impact on intentions to and analyse the
customers. purchase the brand in moderating
question. effects of switching
costs on the relevant
constructs..
20 Causal relationships The purpose of the The result confirms the Further research can
among dimensions research is to investigate casual relationship explore the casual
of consumer-based the relationship among among the dimensions of relationship among
brand equity and the dimensions of brand brand equity. the dimensions of
purchase intention: equity and propose Interestingly perceived brand equity, which
Fashion industry a model that predicts the quality rather than brand could establish a
purchase intention in image has stronger modest and stable
fashion industry impact on brand loyalty brand equity
and brand loyalty rather model that can be
than perceived quality applicable in fashion
has stronger impact on industry.
purchase
intention.
21 The effect of This study investigated The results revealed that
negative online the effect that negative the presence of negative
customer reviews on online customer reviews eWOM has a significant
brand equity and have on brand detrimental effect on
purchase intention equity and purchase brand equity and
of consumer intention purchase intention.
electronics in South Furthermore, the effect
Africa of negative online
customer reviews is more
detrimental to the brand
equity of a high
involvement product
than a low involvement
product. The results also
revealed that high quality
reviews are more
influential than low
quality reviews with
respect to brand equity,
and the difference
between the levels of
eWOM source credibility
has no significant effect
on brand equity.
22 How does The purpose of this paper As a result, it was found Further study suggest
greenwashing affect is to explore the that green brand use two product
green branding relationship among associations and brand categories (consumer
equity and purchase greenwashing, green credibility positively durable goods and
intention?An brand equity, brand affect green brand tissue papers) and
empirical research credibility, green brand equity, and green brand brands were
associations and purchase equity has a positive and investigated in the
intention. strong impact on study and different
purchase intention of product categories
consumers. In addition to should be tested
that greenwashing for generalizability
negatively affects green
brand associations and
brand credibility, and
therefore, indirectly
influence green brand
equity and purchase
intention
23 Brand Equity on The first objective of this The research shows that
Purchase Intention study is to understand brand loyalty of juice is
Consumers' consumer thoughts the most important
© IEOM Society International 5609Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
Willingness to Pay through brand equity in dimension to build brand
Premium Price Juice buying a product and equity. In addition, a
willingness to pay a positive significant effect
premium price. Second, is found for brand
what strategy should be awareness and
done by newcomers in association. Meanwhile,
the juice category. weak support is found
for the perceived quality
dimensions.Empirical
support to the effect of
juice's brand equity
impacts on the
consumers' purchase
intention and willingness
to pay premium price.
24 Brand Equity and This study aims to The result indicated that
Consumer Purchase identify key factors that Brand Awareness,
Intention of iPhone influence Taiwanese Perceived Quality,
and HTC in Taiwan. consumers to purchase Perceived Value affect
smartphones iPhone and Brand Premium and
HTC. Brand Preference. Also,
Perceived Quality effect
on Purchase Intention.
25 Brand Equity, Brand This study examines the The brand with the Future studies can
Preference, and effect of brand equity on higher advertising budget examine more
Purchase Intent consumer preferences and yielded substantially closely the
purchase intentions. higher levels of brand antecedents of brand
equity. In turn, the brand equity, particularly
with the higher equity in the role that
each category generated advertising plays in
significantly greater adding value to the
preferences and purchase brand and in helping
intentions. great brands live
forever.
26 Impact of Brand This study presents a The results from test of
Equity on Purchase conceptual model that hypotheses using
Intention and was designed by Bill and LISREL (linear
Development, Brand colleagues, and at the structural relations)
Preference and same time evaluates the and SPSS suggested that
Customer creation of brand equity perceived quality had an
Willingness to Pay (perceived quality, brand effect of creation of
Higher Prices awareness / brand brand equity, and brand
associations, brand equity had the highest
loyalty) and the effects on effect on purchase intent
consumer responses
(purchase intent, brand
extension, willingness to
pay a higher price, brand
preference).
Table 2 above displays the summary of article names, objectives, findings, and recommendations collected from
various related sources, focusing on purchases intention, marketing mix and brand loyalty.
3. Result and Discussion
This study found that 4P marketing mix elements on brand loyalty, which impact purchase intention, which is a
positive and significant influence. In summary of experts' opinions, products have an important role in shaping
consumer perceptions of the brand and its product. According to the analysis of previous researchers, the
significant effect of non-service products on brand loyalty has a positive and significant effect indirectly through
brand loyalty. In addition, it has a significant direct effect on purchase intention. Likewise, the inter-dimensional
analysis results found that products have a strong enough relationship with brand loyalty. This strong and
significant relationship is contributed by the relationship between product dimensions such as a product's
performance, durability, conformance to specification, features, reliability, aesthetics, perceived quality, and
serviceability with brand loyalty describes consumer attitudes and behaviour towards a product. Attitudes
© IEOM Society International 5610Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
describe consumer responses to products and brands, while behaviour describes consumer actions towards
brands. Therefore, the relationship process of the two variables, namely products with brand loyalty, will impact
consumer purchase intention of the products offered (Alcina et al. 2011; Hsu et al. 2018; Heidarzadeh et al. 2011;
Ramiz et al. 2014; Dale et al. 2011; Chadwick et al. 2018; Anita et al. 2019; Munawar and Ali, 2017).
The second factor in the elements of the 4P marketing mix that affects brand loyalty and consumer purchase
intention is price. Affordability, price compatibility with product quality, price compatibility with benefits, and
price competitiveness can increase consumer brand loyalty, which impacts consumer purchase intention.
Consumers will see whether the price offered is affordable, whether the price offered is by the quality and
benefits of the product, and whether the price offered is more competitive than competitors' prices. Suppose these
four elements can meet consumer expectations and are perceived as good. In that case, consumer loyalty to brand
loyalty will be stronger and increase, which will raise purchase intention from consumers. It is as stated by the
results of the analysis of previous researchers such as Mar Góme et al. (2017), Celso Augusto et al. (2009),
Darwin Lie et al. (2019), Munawar and Hapzi Ali (2017).
The analysis results from previous researchers concluded that there is a positive relationship between
sales promotion and customer loyalty. Age and income are known to have separate effects on consumer
evaluations of sales promotions. Consumers of different age categories are affected by sales promotions, while
different income levels are also affected. (Oyeniyi Omotayo, 2017). Other studies showed that social media
marketing promotion has a significant effect on brand loyalty; Brand awareness and value awareness mediate
the relationship between social media marketing and brand loyalty, which can be seen in promotional activities
on social media (Ahmed Rageh Ismail, 2017). The effective implementation of sweepstakes sales promotion
strategies that provide specific benefits to consumers (perceptions of being a good or smart shopper, feelings of
pleasure and entertainment) influence consumer buying behaviour more. Beneficial and positive brand
associations are associated with brands, in the long run, thereby creating customer brand loyalty (Eric Yeboah et
al., 2016). In the marketing strategy, all researchers agree that the driving force for brand loyalty in customers
and the emergence of buying interest in customers is the impact of promotional activities. Promotion can increase
both temperament and long term salespeople. Any promotional activity significantly influences consumer
awareness of brands and products. The high tendency to switch or be loyal to a brand and product does not take
into account the quality of service during the promotion, as suggested by the results of the analysis of researchers
such as Muthukrishnan, A. V (2015), Ahmed Rageh Ismail (2017), Janine Empen Jen (2015), Mohsen Shafiei
(2015).
Apart from products, prices, and promotions, the fourth element of the marketing mix has a significant effect
on strong brand loyalty and purchase intention. Place in a broad sense is physical and involves all activities and
distribution activities of a product or service from producers to consumers. The ease and speed of obtaining a
product are factors that can encourage consumers to be loyal to brands and products (Bose et al., 2016). An
indication of strong consumer loyalty to brands can be seen from the tendency of consumers to buy back products
and take pride in using a product (Cardinale et al., 2016). The results of the analysis of the previous researchers
confirmed that the activities of the place in the development of marketing strategies have a very positive and
significant effect on brand loyalty. Both directly and through brand loyalty, promotional activities can affect
consumer purchase intention behaviour, this can be seen from one of the research results presented by Cardinale
et al. (2016), (Marife Mendez et al. (2015), Bose et al. (2016), Muthukrishnan, (2015) and Munawar and Hapzi
Ali (2017).
4. Conclusion
Purchase intention is the behaviour and attitude of consumers towards products and brands. Consumers'
perceptions of products, prices, promotions, and places are good if they can encourage brand loyalty and
consumer purchase intention towards products and brands. From the results of this study, it can be concluded
that there is a significant effect of the 4P marketing mix on brand loyalty, which impacts consumer purchase
intention.
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Biographies
Muzayyanah Yuliasih is a PhD student from the Faculty of Business, Economics and Social Development,
Universiti Malaysia Terengganu, Malaysia. She is a marketing firm in a Jakarta company. She was born on July
1, 1970, Serang, Indonesia. She studied from Elementary School to Senior High School in Serang and completed
her studies in 1989. Subsequently, She continued her Bachelor of Religion degree at the Shalahuddin Al Ayyubi
Islamic Institute (INISA) Jakarta and completed her degree in 2002. She continued her studies for Masters in
Management Marketing at Sekalah Tinggi Management IMMI, Jakarta and completed her studies in 2010. At
the end of September 2020, She applied for a PhD program in Marketing at Universiti Malaysia Terengganu,
Malaysia. She researched the field of marketing with the main research of the 4P Marketing Mix, Brand Loyalty
and Purchase Intention.
Monizaihasra Mohamed is a lecturer at Faculty of Business, Economics and Social Development, Universiti
Malaysia Terengganu. She awarded PhD from the Universiti Kebangsaan Malaysia (UKM). Her field of PhD
study is tourism and marketing. Monizaihasra Mohamed is a Member of Malaysia Consumer and Family
Economics Association (MACFEA). She has served as a researcher for Kajian Pangkalan Data Perusahaan Kecil
dan Sederhana di Terengganu from Mac 2007 – December 2007. She also involved as an associate researcher
for Projek Kajian Penciptaan Peluang Pekerjaan di Negeri Terengganu 2007 from October 2007 – January 2008.
© IEOM Society International 5613Proceedings of the 11th Annual International Conference on Industrial Engineering and Operations Management
Singapore, March 7-11, 2021
Mohd Yusoff Yusliza graduated with a B.B.A in human resource management from Universiti Putra Malaysia
in 1999, before pursuing an MBA at Universiti Sains Malaysia in 2005, and finally obtaining her PhD in
administrative science from Universiti Teknologi MARA in 2009. From 2009 to 2016, she was a lecturer at the
Graduate School of Business in Universiti Sains Malaysia. In 2016, she became an associate professor at the
Faculty of Business, Economics & Social Development of Universiti Malaysia Terengganu. She is the author of
more than 100 articles, with a H-index of 9 in both Scopus and Web of Science. Her research interests include
organisational and behavioural studies, human resource management (HRM), green HRM, international HRM
(international students' adjustment), electronic HRM, line managers' involvement in HRM, empowerment, and
human resource roles and competencies.
Jumadil Saputra is a PhD holder and works as a senior lecturer in the Department of Economics, Faculty of
Business, Economics, and Social Development, Universiti Malaysia Terengganu, Malaysia. He has published
125 articles Scopus/ WoS indexed. As a lecturer, he has invited as a speaker in numerous universities, the
examiner (internal and external), the reviewer for article journal and proceeding, the conference committee,
journal editorial board, and others. He is a professional member of the International Business Information
Management Association (IBIMA), Ocean Expert: A Directory of Marine and Freshwater Professional, and
Academy for Global Business Advancement (AGBA). His research areas are Quantitative Economics
(Microeconomics, Macroeconomics, and Economic Development), Econometrics (Theory, Analysis, and
Applied), Islamic Banking and Finance, Risk and Insurance, Takaful, i.e., financial economics (Islamic),
mathematics and modelling of finance (Actuarial). His full profile can be accessed from
https://jumadilsaputra.wordpress.com/home-2/.
Zikri Muhammad was born in Terengganu, Malaysia. He received the Bachelor's degree in business
administration from Universiti Putra Malaysia in 1999, the M.A. degree from Universiti Sains Malaysia, and the
Ph.D. degree in geography from Universiti Kebangsaan Malaysia. From 2012 to 2016, is a Senior Lecturer with
the School of Humanities, Universiti Sains Malaysia for five years. He is currently a Senior Lecturer with the
Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu. His research
interests include urban geography, sustainable development, quality of life, and local government.
Abdul Talib Bon is a professor of Production and Operations Management in the Faculty of Technology
Management and Business at the Universiti Tun Hussein Onn Malaysia since 1999. He has a PhD in Computer
Science, which he obtained from the Universite de La Rochelle, France in the year 2008. His doctoral thesis was
on topic Process Quality Improvement on Beltline Moulding Manufacturing. He studied Business
Administration in the Universiti Kebangsaan Malaysia for which he was awarded the MBA in the year 1998.
He's Bachelor degree and diploma in Mechanical Engineering which his obtained from the Universiti Teknologi
Malaysia. He received his postgraduate certificate in Mechatronics and Robotics from Carlisle, United Kingdom
in 1997. He had published more 150 International Proceedings and International Journals and 8 books. He is a
member of MSORSM, IIF, IEOM, IIE, INFORMS, TAM and MIM.
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