MENTAL ACCOUNTING APPLIED TO PURCHASE DECISIONS : A SELECTIVE MARKETING MIX EFFECT ON CUSTOMER SATISFACTION (STUDY CASE ON USER PERFUME REFILL IN SEMARANG)

Abstract

The research examines the effect Marketing mix  on Customer Satisfaction with Mental Accounting as an intervening variable.This research use sample consisted of 170 users refillable perfume in Kauman Semarang.  Selection of samples by using Simple Random Sampling . The hypothesis testing model using SEM (Stuctural Equation Modeling) which is operated through  AMOS 7 program .  The result of the research indicated, Product, Location are factors that  affect positively on Mental Accounting and Customer Satisfaction . The positive result give  the conclusion that the product of perfume refill has an  aroma  like  the same as the original perfume, it affects mental accounting of buyers to make a purchase decision refill perfume products. Location refill perfume sales in Kauman Semarang is located within easy reach, easy buy and choose the type and flavor as needed by consumer.  In other hand Price cannot effect Mental Accounting of consumer. Mental Accounting on consumers in Semarang in choosing perfume refills are not only looking at the price value but rather how much benefit is expected to satisfy their needs. These findings contribute that the company in producing a perfume more attention in product and location aspect. Mental accounting is an approach that has been used to explain how consumers mentally budget for consumer purchase decisions and can be seen as a substitute for the standard economic theory of the consumer where consumers should ideally maximize Reviews their expected utility

Keywords : Marketing mix, Mental Accounting  ,Customer Satisfaction