The influence of Marketing Mix (4P) on consumer repurchase intention of AMDK X mediated by brand image and consumer attitude
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Clara Felicia(1*)
Department of Management, Faculty of Economics, Catholic Parahyangan University
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Theresia Gunawan(2)
Department of Management, Faculty of Economics, Catholic Parahyangan University
(*) Corresponding Author
Keywords:
Marketing Mix, Brand Image, Customer Attitude, Repurchase Intention
Abstract
This study aims to examine the effects of the marketing mix, comprising product, price, place, and promotion, on repurchase intention, with brand image and consumer attitude serving as mediating variables in the context of a high-pH bottled drinking water brand in Indonesia. A quantitative explanatory research design was employed using purposive sampling, with data collected from 100 valid respondents through a five-point Likert-scale questionnaire. The proposed relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that promotion and consumer attitude have positive and significant effects on repurchase intention. Furthermore, consumer attitude significantly mediates the relationships between product, price, and promotion and repurchase intention, whereas brand image does not exhibit a significant mediating effect. These findings highlight consumer attitude as the primary mechanism through which marketing mix strategies influence repurchase intention. This study contributes to the consumer behavior and marketing literature by clarifying the mediating roles of consumer attitude and brand image in repurchase decisions within the bottled water industry. The findings also provide practical implications for marketers by emphasizing the importance of strengthening positive consumer attitudes through effective product, pricing, and promotional strategies to encourage repeat purchases.
Keywords: Marketing Mix; Brand Image; Customer Attitude; Repurchase Intention
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References
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Parinussa, R., Salhuteru, A. C., & Pattipeilohy, V. R. (2024). Pengaruh harga terhadap minat beli minyak goreng Camar pada Minimarket Indomaret Cabang Diponegoro Kota Ambon. Jurnal Administrasi Terapan, 3(1), 22–31.
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Qibtiyana, M., & Ali, H. (2024). Marketing mix implementation on sales levels. Dinasti International Journal of Management Science, 5(5), 789–801. https://doi.org/10.31933/dijms.v5i4
Riduwan. 2015. Dasar-Dasar Statistika. Bandung: Alfabeta
Rizky, S. S., & Aprianingsih, A. (2024). The influence of marketing mix on purchase intention with customer attitude as a mediating variable (A case study of a new men's fashion retail business in Surabaya). Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(2), 1543–1556.
https://doi.org/10.37676/ekombis.v12i2
Sachlan, T., Tumanug, M., & Riung, C. (2025). Analisis penerapan bauran pemasaran produk rumah makan di kawasan Jalan Boulevard II Tuminting Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 13(1), 408–417.
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https://money.kompas.com/read/2026/02/04/203355626/industri-amdk-tumbuh-5-hingga-8-persen-per-tahun-serap-46000-tenaga-kerja
Sitanggang, D. A., & Sitanggang, P. A. (2021). Buku ajar perilaku konsumen. PT. Nasya Expanding Management.
Sofiyan, Y., & Amron. (2024). Pengaruh bauran pemasaran (marketing mix) terhadap minat beli ulang Mixue Kota Semarang. JIMEA (Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)), 8(1), 571–579.
Song, L. (2021). Brand image effects on consumer purchasing decisions in hospitality industry. Asian Journal of Business Research, 11(2), 78–92.
Theressa. (2017). Analisa motivasi dan sikap konsumen terhadap keputusan pembelian ulang kuliner malam di Surabaya. Jurnal Hospitality dan Manajemen Jasa, 5(2), 112–125.
Carolina, R. (2024). The influence of marketing mix and brand image on repurchase intention and consumer satisfaction (Study at Kampung Pempek 26 Ilir Palembang). Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan, 8(1), 71–86. https://doi.org/10.34013/jk.v8i1.1410
Chitranapawong, K., & Chirapanda, S. (2025). The impact of consumer attitudes, subjective norms, brand trust, repurchase intention and repurchase behaviors of Gen X and Gen Y consumers: A study of life insurance in Thailand. Journal of Posthumanism, 5(2), 502–531. https://doi.org/10.63332/joph.v5i2.435
Ekaprana, I. D. G. A., Jatra, I. M., & Giantari, I. G. A. K. (2020). Pengaruh kualitas produk, kualitas layanan dan citra merek terhadap niat pembelian ulang. E-Jurnal Manajemen Universitas Udayana, 9(8), 2895–2910.
https://doi.org/10.24843/ejmunud.2020.v09.i08.p01
Fakhrudin, A. (2020). Citra perusahaan, citra pemakai, citra produk terhadap loyalitas konsumen STTKD Yogyakarta. Jurnal Manajemen Dirgantara, 13(1), 11–20.
Fitria, E. R., Yuliati, N., & Laily, D. W. (2023). Analisis pengaruh green marketing mix terhadap minat beli konsumen minuman kopi melalui brand image sebagai variabel intervening (Studi kasus Fore Coffee Tunjungan Plaza Surabaya). Agroteksos, 33(3), 781–792.
Genoveva, G., & Berliana, W. (2021). Pengaruh green marketing mix terhadap brand image produk Tupperware. Journal of Management and Business Review, 18(1), 60–76. https://doi.org/10.34149/jmbr.v18i1.218
Gultom, S. G. C., Listyorini, S., & Wijayanto, A. (2024). Pengaruh brand image, brand awareness, dan perceived quality terhadap repurchase intention produk Makarizo. Jurnal Ilmu Administrasi Bisnis, 13(3), 579–586.
Hair, J. F., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), Article 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Halisa, S. A. N., Listyanto, M. E., & Utami, S. N. (2024). Pengaruh bauran pemasaran terhadap minat beli ulang pada produk Ciblak.ID (Studi kasus mahasiswa/i angkatan 2020 Universitas Muhadi Setiabudi). Journal of Citizen Research and Development, 1(2), 623–629. https://doi.org/10.57235/jcrd.v1i2.3800
Hamzah, M., & Febriana, I. K. (2025). Pengaruh marketing mix terhadap keputusan pembelian di Toko Anik Grosir. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 5(3), 1709–1721.
Hikmat, R. F. (2022). Analisis faktor-faktor niat beli ulang dalam pembelian online. COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat, 2(05), 527–541.
Isfansyah, H. A., & Widodo, A. (2024). Pengaruh marketing mix 4P (product, price, place, promotion) JNE terhadap loyalitas pelanggan JNE melalui variabel intervening kepuasan pelanggan JNE. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 11(1), 1195–1214.
Kartawinata, B. R., Maharani, D., Pradana, M., & Amani, H. M. (2020). The role of customer attitude in mediating the effect of green marketing mix on green product purchase intention in Love Beauty and Planet products in Indonesia. Proceedings of the International Conference on Industrial Engineering and Operations Management, 3023–3032.
Khuzaifi, A. (2026, January 8). Perkokoh sektor industri sebagai pilar ekonomi Indonesia 2026. Liputan6. https://www.liputan6.com/news/read/6253357/perkokoh-sektor-industri-sebagai-pilar-ekonomi-indonesia-2026
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education Limited.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education Limited.
Lim, P. G., Yusuf, D. H. M., & Ghani, M. R. A. (2020). Factors influencing customer purchase intention towards insurance products. International Journal of Business and Management, 4(5), 70–79. https://doi.org/10.26666/rmp.ijbm.2020.5.9
Manumpil, A., Mananeke, L., & Samadi, R. L. (2024). Pengaruh strategi bauran pemasaran terhadap minat beli ulang produk Geprek Bensu Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(1), 111–125.
Marcella, N., Indrawati, H., & Syabrus, H. (2024). Pengaruh bauran pemasaran terhadap minat beli ulang bolu kemojo. JIIP (Jurnal Ilmu Pendidikan), 7(12), 13463–13471.
Marketeers. (2025). Marketeers Youth Choice Award 2025: Brand preferences among Indonesian university students. Marketeers Media. https://www.marketeers.com
Nguyen, N. T. (2020). Attitudes and repurchase intention of consumers towards functional foods in Ho Chi Minh City, Vietnam. International Journal of Analysis and Applications, 18(2), 212–242. https://doi.org/10.28924/2291-8639
Parinussa, R., Salhuteru, A. C., & Pattipeilohy, V. R. (2024). Pengaruh harga terhadap minat beli minyak goreng Camar pada Minimarket Indomaret Cabang Diponegoro Kota Ambon. Jurnal Administrasi Terapan, 3(1), 22–31.
Priambodo, D. A., & Farida, N. (2020). Pengaruh e-website quality dan e-service quality terhadap e-repurchase intention melalui e-trust (Studi pada konsumen produk fashion Lazada mahasiswa Universitas Diponegoro). Jurnal Ilmu Administrasi Bisnis, 9(3), 335–344.
Qibtiyana, M., & Ali, H. (2024). Marketing mix implementation on sales levels. Dinasti International Journal of Management Science, 5(5), 789–801. https://doi.org/10.31933/dijms.v5i4
Riduwan. 2015. Dasar-Dasar Statistika. Bandung: Alfabeta
Rizky, S. S., & Aprianingsih, A. (2024). The influence of marketing mix on purchase intention with customer attitude as a mediating variable (A case study of a new men's fashion retail business in Surabaya). Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(2), 1543–1556.
https://doi.org/10.37676/ekombis.v12i2
Sachlan, T., Tumanug, M., & Riung, C. (2025). Analisis penerapan bauran pemasaran produk rumah makan di kawasan Jalan Boulevard II Tuminting Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 13(1), 408–417.
Safitri, R. (2022). Pengaruh kesadaran dan citra merek terhadap keputusan konsumen. Jurnal Ekonomi Pertanian dan Agribisnis, 6(3), 123–135.
Sekaran, Uma dan Bougie, Roger. 2016. Research Methods For Business: A Skill-Building Approach, 7th Edition. New Jersey: Wiley
Setiawan, V. N. (2026, February 4). Industri AMDK tumbuh 5 hingga 8 persen per tahun, serap 46.000 tenaga kerja. Kompas.com.
https://money.kompas.com/read/2026/02/04/203355626/industri-amdk-tumbuh-5-hingga-8-persen-per-tahun-serap-46000-tenaga-kerja
Sitanggang, D. A., & Sitanggang, P. A. (2021). Buku ajar perilaku konsumen. PT. Nasya Expanding Management.
Sofiyan, Y., & Amron. (2024). Pengaruh bauran pemasaran (marketing mix) terhadap minat beli ulang Mixue Kota Semarang. JIMEA (Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)), 8(1), 571–579.
Song, L. (2021). Brand image effects on consumer purchasing decisions in hospitality industry. Asian Journal of Business Research, 11(2), 78–92.
Theressa. (2017). Analisa motivasi dan sikap konsumen terhadap keputusan pembelian ulang kuliner malam di Surabaya. Jurnal Hospitality dan Manajemen Jasa, 5(2), 112–125.
Published
2026-07-17
How to Cite
Felicia, C., & Gunawan, T. (2026). The influence of Marketing Mix (4P) on consumer repurchase intention of AMDK X mediated by brand image and consumer attitude. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1647-1663. https://doi.org/10.35508/jom.v19i2.29128
Section
Articles
