THE INFLUENCE OF MARKETING MIX STRATEGY ON THE PURCHASING DECISIONS OF PROSPECTIVE HOUSEHOLD CUSTOMERS AT PT PGN IN JAKARTA

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Rahmawan Abdi, Sonny (2025) THE INFLUENCE OF MARKETING MIX STRATEGY ON THE PURCHASING DECISIONS OF PROSPECTIVE HOUSEHOLD CUSTOMERS AT PT PGN IN JAKARTA. Graduate thesis, Institut IPMI.

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Abstract

In response to Indonesia's heavy reliance on fossil fuels, the government has prioritized a transition to cleaner energy through initiatives such as the development of a household gas network (JARGAS), mandated to PT Perusahaan Gas Negara Tbk (PGN) under Presidential Regulation No. 58 of 2017. This program, part of the National Strategic Program and aligned with the 2020–2024 National Medium-Term Development Plan (RPJM), aims to increase household access to natural gas and reduce LPG subsidy expenditures. To support this goal, PGN must enhance its retail capabilities by leveraging an effective Marketing strategy to influence consumer purchasing behavior. This study explores the impact of the Marketing mix strategy —Product, Price, Place, and Promotion—on purchasing decisions related to JARGAS, using a quantitative method with data collected from 65 PGN consumers in Jakarta through purposive sampling and analyzed using SEM regression techniques. The results showed that while the overall marketing mix strategy positively and significantly influenced purchasing decisions, the product variable had a negative effect and the place variable was statistically insignificant in affecting the purchasing decisions of prospective household customers at PT PGN in Jakarta. Combining both quantitative and qualitative approaches for te future research will give a more complete understanding of what influences consumer decision-making. Additionally, PGN should improve its product by providing reliable and high-quality jargas services, offer competitive prices to make it affordable, and use effective promotion to increase awareness and explain the benefits that will help PGN strengthen its market position and encourage more households to use the JARGAS product. Keywords: Marketing Strategy, Marketing Mix, purchasing decisions

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 16 Dec 2025 09:48
Last Modified: 16 Dec 2025 09:48
URI: http://repository.ipmi.ac.id/id/eprint/2886

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