Do All Marketing Mix Elements Matter Equally? Purchase Decisions and Customer Satisfaction among Generation Z iPhone Consumers in Greater Jakarta

Abstract

This study investigates the effects of the marketing mix dimensions, namely product, price, promotion, and place, on purchase decisions and customer satisfaction. A quantitative research approach was employed using a survey method, involving Generation Z iPhone consumers residing in the Greater Jakarta metropolitan area, Indonesia. Respondents were selected using non-probability purposive sampling, with the principal inclusion criteria being individuals born between 1997 and 2012, residing in Greater Jakarta, and having purchased an iPhone at least once. The study involved 225 respondents. The collected data were analyzed using multiple linear regression with IBM SPSS version 27 to examine the influence of each independent variable on purchase decisions and customer satisfaction. The findings indicate that product, price, promotion, and place have positive and significant effects on customer satisfaction. However, with respect to purchase decisions, only product and price exhibit positive and significant effects, whereas promotion and place do not significantly influence consumers' purchase decisions. Product emerges as the most influential determinant of customer satisfaction and also exerts the strongest influence on purchase decisions among all independent variables. These findings suggest that product quality and appropriate pricing constitute the primary considerations influencing consumers' satisfaction and purchasing decisions. Accordingly, firms should prioritize product value and appropriate pricing while strategically utilizing promotion and distribution to strengthen customer satisfaction.