Marketing mix to increase purchase intention of plumbing and maintenance services

Abstract

Now, the service industry has been impacted by the Covid-19 pandemic with low purchase intention. A sole proprietorship company providing a service in all aspects of plumbing and installation of pipes is affected due to low purchase intention from existing and potential customers. Therefore, the purpose of this study is to investigate the effects of the marketing mix on purchase intentions of plumbing and maintenance services. This is because past research has shown that the marketing mix, including the 4Ps (product, price, place, and promotion), can increase customer intention. This is a quantitative study in which data was gathered through a survey approach. All the items were evaluated on a 5-point Likert scale. This survey used 150 sample data to study the impact of marketing mix on purchasing intention. Results show that product, price and promotion have positive and significant relationships with purchase intention of plumbing and maintenance services. Then the survey result was used to conduct the intervention for the plumbing and maintenance service provider. A Facebook page was created for the as a social media platform to increase their potential customers’ purchase intention. In the two months of intervention, various of contents relevant to product, price and promotion were updated on the Facebook page. The Facebook page successful received 8 potential customers to interact with the company using WhatsApp, 13 potential customers made a phone call asking about the services, and 1 customer purchased the services. Lastly, this study provides useful insights to the plumbing and maintenance service providers on the importance of marketing mix for increased purchase intention.