Title: Impact of marketing-mix, culture and experience as moderator to purchase intention and purchase decision for online music product in Indonesia

Authors: Reni Diah Kusumawati; Teddy Oswari; Tristyanti Yusnitasari; Saurabh Mittal; Vikas Kumar

Addresses: Faculty of Economic, Gunadarma University, Depok, Indonesia ' Faculty of Economic, Gunadarma University, Depok, Indonesia ' Faculty of Computer Science and Information Technology, Gunadarma University, Depok, Indonesia ' GL Bajaj Institute of Management and Research, Greater Noida, India ' Chaudhary Bansi Lal University, Opposite Education Board, Bhiwani – 127021, Haryana, India

Abstract: This exploratory research focuses on analysing the impact of marketing-mix, culture and experience on purchase intentions and purchase decision for online music products in Indonesia. The study draws inference from consumer behaviour theories - theory of reasoned action and theory of planned behaviour as foundation for this research. Culture and experience from these theories are considered as the moderating variables to purchase intention and decision. Marketing-mix or the 7Ps are also added as variables to the research model to identify their individual and collective impact on the intention to purchase and decision to buy. The research deploys structural equation modelling (SEM) using confirmatory factor analysis (CFA) to analyse the impact. The study finds that price, distribution and physical evidence have an impact on purchase intention, while the product and promotion have impact on purchase decision. Culture and experience as moderating variables also augment the consumer purchase intentions for online music product. The study also outlines the implications of this work for Indonesian music industry.

Keywords: culture; experience; marketing-mix; online music product; purchase intention; purchase decision; Indonesia.

DOI: 10.1504/IJBIR.2021.117089

International Journal of Business Innovation and Research, 2021 Vol.25 No.4, pp.475 - 495

Received: 20 May 2019
Accepted: 24 Aug 2019
Published online: 17 Aug 2021 *

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