THE IMPACT OF RETAIL MARKETING MIX TOWARDS MOTHERS’ PURCHASE INTENTION (A CASE OF MOTHERCARE STORE IN JAKARTA)

Abstract

Indonesia is the 4th most populated country in the world with the population of 250 million people. With the increment of 1.5% population per year, around 5 million babies are born every year. As more babies are born, the needs of baby products are also increasing. However, modern baby products retailers in Indonesia are still few. Indonesian still prefer moms and pops store to fulfill the baby needs. From the few of those modern retailers, Mothercare is one of the leading retailers. This research is held to show what marketing strategy that can make a modern baby retailer survive in this market condition. A survey was conducted in 4 Mothercare stores representing each region in Jakarta, except East Jakarta as there are no stores in the area, to 384 mothers who are the customers of Mothercare. To analyze the data, this research used multiple regression to know the influence of the marketing mix strategy toward customer’s purchase intention. The results can help Mothercare to know their strength and weakness point so they can make some evaluation to create better strategies. Based on this research, from 8Ps of marketing mix, only three that have significant influence toward customers purchase intention, those are product, place, and price strategy. There are several recommendations for retailer to improve their strategy and for future research on how to conduct their researches.