THE INFLUENCE OF MARKETING MIX 4P ON PARENTAL PURCHASE DECISIONS OF EDUCATIONAL TOYS

• Main Author: Vilzha Zaqira, Vasharin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75501
• Institution: Institut Teknologi Bandung

Indonesia is one of the Southeast Asian nations that dominates the toys and children's 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 increasing competitiveness. Therefore, the toy industry must comprehend consumer purchasing behavior to enhance their 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 182 respondents. MLR analysis tests hypotheses and analyzes the relationship between product, price, place, and promotion variables with purchase decisions. The research found that product, place, and promotion influence purchase decisions. However, price does not significantly influence the purchase decision variable. This finding is expected to provide recommendations for Cody Kit to build decisions on Cody Play further series improvements.