The Impact of Product Attributes, Price, Place, Advertising, and Sales Promotion: A Case of Kids Shampoo in Indonesia

Kids shampoo has been the main driver of growth for the slow-growing baby and child hair care industry in Indonesia. Knowing this phenomenon, Company A launched Product X, a kids shampoo product, in 2016. The purpose of this research is to analyze the impact of elements of marketing mix (intrinsic and extrinsic product attributes, place, price, advertising, and sales promotion) on purchase intention. There are 109 valid questionnaires were collected through online questionnaires and then analyzed using multiple linear regression and gap analysis. The result shows that intrinsic and extrinsic product attributes, sales promotion, and place influenced purchase intention significantly, while price and advertising were not significant. From the gap analysis, the perceived performance of Product X on four significant elements was lower than the expectation.