Indonesian Journal of Law and Economics Review
Vol 18 No 3 (2023): August
Marketing Management

Analyzing Marketing Strategies to Enhance Consumer Purchase Decisions for Aluminum Products
Analisis Strategi Pemasaran Guna Meningkatkan Keputusan Pembelian Konsumen Terhadap Produk Aluminium


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  • Arga Prahayasa Mahputra*,
  • Nuri Purwanto
Arga Prahayasa Mahputra
Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia *
Nuri Purwanto
Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i3.961
Published August 23, 2023
Keywords
  • Consumer Behavior,
  • Marketing Strategies,
  • Purchase Decisions,
  • Aluminium Products,
  • Qualitative Research
How to Cite
Mahputra, A. P., & Purwanto, N. (2023). Analyzing Marketing Strategies to Enhance Consumer Purchase Decisions for Aluminum Products. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.961

Copyright (c) 2023 Arga Prahayasa Mahputra, Nuri Purwanto

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This research delves into the marketing strategies employed and factors influencing consumer purchase decisions concerning aluminium products within a Glass and Aluminium Furniture Store in Jombang city. Utilizing a qualitative approach with a phenomenological lens, this study engages 2 male and 1 female participants: the business owner, a customer, and an employee of the store. Through meticulous observation and unstructured interviews, valuable insights were gathered, revealing intricate connections between marketing tactics and consumer choices. The findings illuminate the paramount role of personalized marketing approaches in driving purchase decisions while shedding light on various psychological and sociocultural factors underpinning consumer behavior. This study enriches the understanding of consumer dynamics and offers practical implications for businesses seeking to enhance their market strategies.

Highlights:

  • Personalized Marketing Impact: The study reveals the significant influence of personalized marketing strategies on consumer purchase decisions, emphasizing tailored approaches in modern marketing landscapes.
  • Psychosocial Factors: Intricate interplay of psychological and sociocultural factors unveils the nuanced drivers shaping consumer behavior, expanding the comprehension of decision-making dynamics.
  • Business Implications: This research offers valuable insights for businesses aiming to optimize their marketing strategies, fostering a deeper understanding of consumer preferences and guiding effective decision-making processes.

Keywords: Consumer Behavior, Marketing Strategies, Purchase Decisions, Aluminium Products, Qualitative Research.

   
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