The Influence of Marketing Mix 4P on Parental Purchase Decisions towards Educational Toys Vasharin Vilzha Zaqira
School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
Abstract
Indonesia is one of the Southeast Asian nations that dominates the toys market. Educational toys can be utilized to support children in improving specific abilities. Parents are the primary decision makers in purchasing toys, but their purchasing decisions are difficult to analyze because of company increasing competitiveness. Therefore, toy industry must comprehend consumer purchasing behaviour to enhance products and other marketing initiatives comparably with parental toy purchasing decisions. Cody Kit is formed as a company that provides educational toys, including Cody Play activity books. However, Cody Play sellings are still below the initial target. Previous researchers have found that marketing mix affects the purchase decision. This research aims to investigate the influence of Marketing Mix (product, price, place, and promotion) on parental purchase decisions towards educational toys. This study uses quantitative methods by distributing online questionnaires to parents with children 4-7 years old living in Jabodetabek and Bandung who have purchased educational toys. This study has collected data from 150 respondents. MLR analysis tests hypotheses and analyzes the relationship between product, price, place, and promotion variables with purchase decisions. The research found that product, price, place, and promotion influence purchase decision. However, place variable does not significantly influence the purchase decision variable. This finding is expected to provide recommendations for Cody Kit decision makings to be implemented in Cody Play further product improvements.
