Track: Business Management

Abstract

The 4P Marketing Mix is the main strategy in the marketing world. The 4P Marketing Mix combines four variables at once, namely product, price structure, promotional activities, and distribution system. The 4P Marketing Mix is the basis of all marketing strategies with the aim of encouraging consumer behavior in order to create consumer loyalty, consumer awareness, consumer trust whose main purpose is to increase sales revenue for a product. It is very interesting to discuss the relationship between marketing mix and brand loyalty and purchase intention. For this reason, the purpose of this study is to determine the relationship between marketing mix, brand loyalty and purchase intention. About 30 literatures have been reviewed and analyzed resulting in a finding in the literature of the previous article, namely that there is a significant effect of the 4P marketing mix on brand loyalty which has an impact on purchase intention. The next finding in reviewing previous research articles is that there is a direct effect of the 4P marketing mix on purchase intention and a significant effect of brand loyalty on positive and significant purchase intention.

Keywords: Marketing mix 4P, brand loyalty and purchase intention