THE INFLUENCE OF SERVICE MARKETING MIX FACTORS ON CONSUMERS’ BUYING DECISION OF DATE PALM ENERGY GEL PRODUCTS
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Abstract
This research aimed to investigate the marketing mix factors that influenced consumers’ purchasing decisions for date palm energy gel products. A quantitative research approach was employed. Data were collected from 400 consumers through questionnaires. Data were statistically analyzed using the mean, standard deviation, and multiple regression analysis.
The results revealed that product, price, and distribution channels significantly influenced purchasing decisions at the .05 significance level. Price had the highest impact on purchasing decisions, followed by distribution channels and date palm energy gel products quality. In contrast, factors such as marketing promotion, process, physical evidence, and personnel were found to have no significant impact on purchasing decisions.
This research suggested that businesses should focus their marketing strategies on offering high-quality date palm energy gel products at reasonable prices and distributing them through accessible and reliable channels to enhance consumers’ purchasing decisions.
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