The Effect Of Islamic Marketing Mix Strategy On Purchase Decisions Through Buying Interest As An Intervening Variable
(Case Study: HNI-HPAI Products in The City of Pekanbaru)
DOI:
https://doi.org/10.55826/halaltech.v1i1.2Keywords:
Islamic Marketing Mix, Buying Interest, Purchase DecisionAbstract
This research was motivated by the limited availability of HNI HPAI products in Pekanbaru. It aims to examine and analyze the effect of the Islamic marketing mix—consisting of product, price, place, promotion, people, process, physical evidence, promise, and patience—on purchasing decisions, both directly and indirectly through purchasing interest as an intervening variable. This study employed field research using a descriptive quantitative approach. The population and sample consisted of 100 consumers of HNI HPAI products in Pekanbaru. Data were collected through observation, interviews, and documentation, and then analyzed using path analysis supported by SPSS version 24. The findings show that, in terms of direct effects on purchasing interest, only price and physical evidence had positive, significant effects. Meanwhile, product, place, promotion, people, process, promise, and patience did not significantly affect purchasing interest. Regarding purchasing decisions, price and patience were found to have a positive, significant effect, whereas product, place, promotion, people, process, physical evidence, and promise did not show significant effects. In addition, purchasing interest itself had a positive and significant influence on purchasing decisions. The mediating test revealed that purchasing interest mediated the effects of product, price, physical evidence, and patience on purchasing decisions. However, it did not mediate the effect of place, promotion, people, process, and promise. These results suggest that marketers and HPAI agents should pay closer attention to factors influencing purchasing interest and decisions in order to improve sales. Future researchers are encouraged to include additional variables and larger samples.
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