PLS-SEM approach to analyzing the marketing mix and its impact on repurchase intentions in the parboiled rice market

Nik Rozana Nik Mohd Masdek; Mohd Tarmizi Haimid; Aimi Athirah Ahmad; Kartini Wan Mat

doi:10.32890/jcia2025.4.2.4

Authors

Nik Rozana Nik Mohd Masdek Malaysian Agricultural Research and Development Institute, Malaysia
Mohd Tarmizi Haimid Malaysian Agricultural Research and Development Institute, Malaysia
Aimi Athirah Ahmad Malaysian Agricultural Research and Development Institute, Malaysia
Kartini Wan Mat Malaysian Agricultural Research and Development Institute, Malaysia

DOI:

https://doi.org/10.32890/jcia2025.4.2.4

Keywords:

consumer loyalty, food marketing, health-oriented purchasing, PLS-SEM in marketing, purchasing behaviour

Abstract

The market landscape is marked by intense competition, necessitating continuous product enhancements, particularly within the food sector. To meet evolving consumer demands and adapt to changing consumption patterns, the marketing mix serves as a strategic tool to foster profitable relationships rooted in consumer satisfaction and loyalty. This study aims to investigate the impact of the marketing mix on consumer satisfaction with parboiled rice and to examine its influence on repurchase intentions. Data were collected from 300 respondents and analyzed using PLS-SEM. Findings indicate that marketing mix elements; product, price, place, and promotion, positively and significantly influence consumer satisfaction. However, the relationship between these variables and repurchase intentions varied. The final model supports the connection between satisfaction and the intention to repurchase. Product attributes, such as the health benefits of parboiled rice, play a crucial role, alongside the significance of the sales location. Remarkably, there was no evidence to support the notion that price and repurchase intention were related, and promotion had a negative correlation with repurchase intention, which calls for more research. These insights are invaluable for parboiled rice producers and marketing managers, highlighting the need to enhance these product aspects to boost consumer engagement and loyalty.

References

Al Badi, K. S. (2018). The impact of marketing mix on the competitive advantage of the SME sector in the Al Buraimi Governorate in Oman. SAGE Open, 8(3). https://doi.org/10.1177/2158244018800838

Ankita, & Seth, U. (2025). Millets in India: Exploring historical significance, cultural heritage, and ethnic foods. Journal of Ethnic Foods, 12(2), 1–15.

Aschemann-Witzel, J., & Zielke, S. (2017). Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs, 51(1), 211–251. https://doi.org/10.1111/joca.12092

Bhattacharya, K. R. (2011). Rice quality: A guide to rice properties and analysis. Elsevier. https://doi.org/10.1533/9780857092793

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–358). Lawrence Erlbaum Associates Publishers.

Chou, S.-F., Horng, J.-S., Chen, C.-H. S., & Lin, J.-Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of Retailing and Consumer Services, 55, 102113. https://doi.org/10.1016/j.jretconser.2020.102113

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates Publishers.

Curtis, T., Abratt, R., Rhoades, D. L., & Dion, P. (2011). Customer loyalty, repurchase and satisfaction: A meta-analytical review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 24, 1–26. https://commons.erau.edu/db-management/18

Danapriatna, N., Fikri, D. K., Kamilah, A., & Khoiriyah, U. (2024). Pengaruh bauran pemasaran terhadap loyalitas melalui kepuasan konsumen Rumah Makan Pondok Gabus Lukman. Jurnal Agribisnis Indonesia, 12(1), 63–76. https://doi.org/10.29244/jai.2024.12.1.63-76

Fachriyani, H. A., Jamhari, J., Irham, I., & Waluyati, L. R. (2022). The effect of e-marketing mix on competitive positional advantage: A study on e-marketplaces in Indonesia. General Management, 23(190), 144–155.

Farida, F. (2019). Analisis bauran pemasaran terhadap perilaku konsumen produk pangan organik. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 295–306. https://doi.org/10.36226/jrmb.v4i2.268

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313

Hair, J. F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.

Hati, S. R., Zulianti, I., Achyar, A., & Safira, A. (2020). Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia. Meat Science, 172, 108306. https://doi.org/10.1016/j.meatsci.2020.108306

Hecht, A. A., Perez, C. L., Polascek, M., Thorndike, A. N., Franckle, R. L., & Moran, A. J. (2020). Influence of food and beverage companies on retailer marketing strategies and consumer behavior. International Journal of Environmental Research and Public Health, 17(20), 7381. https://doi.org/10.3390/ijerph17207381

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Hidayat, N., & Trifiyanto, K. (2020). The influence of service quality and marketing mix on customer satisfaction and its impact on repurchase intention on banana bread. Diponegoro Journal of Management, 4–8.

Jasin, M., & Firmansyah, A. J. U. S. C. M. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383–390. https://doi.org/10.5267/j.uscm.2022.9.004

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Kusuma, P. D., & Suryani, A. (2017). Peran customer satisfaction memediasi pengaruh marketing mix terhadap repurchase intention. E-Jurnal Manajemen Universitas Udayana, 6(3), 1398–1424.

Larsen, H. N., Rasmussen, O. W., Rasmussen, P. H., Alstrup, K. K., Biswas, S. K., Tetens, I., Thilsted, S. H., & Hermansen, K. (2000). Glycaemic index of parboiled rice depends on the severity of processing: Study in type 2 diabetic subjects. European Journal of Clinical Nutrition, 54(5), 380–385. https://doi.org/10.1038/sj.ejcn.1600958

Malekpour, M., Yazdani, M., & Rezvani, H. (2022). Investigating the relationship between intrinsic and extrinsic product attributes with customer satisfaction: Implications for food products. British Food Journal, 124(13), 578–598. https://doi.org/10.1108/BFJ-08-2021-0941

Maulana, S., Najib, M., & Sarma, M. (2021). Analysis of the effect of marketing mix on consumer trust and satisfaction on online purchasing of organic food during the outbreak of the Covid-19. Journal of Applied Management, 19(2). https://doi.org/10.21776/ub.jam.2021.019.02.04

McDonald, M., Christopher, M., & Bass, M. (2003). Customer retention strategy. In Marketing. Palgrave Macmillan.

Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal, 24(2), 146–156. https://doi.org/10.1016/j.ausmj.2016.02.002

Mudgal, S., & Singh, N. (2024). Effect of parboiling treatment times on the physicochemical, cooking, textural, and pasting properties and amino acid, phenolic, and sugar profiles of germinated paddy rice from different rice varieties. Journal of Food Science, 89(6), 3208–3229. https://doi.org/10.1111/1750-3841.17066

Mustaqimah, A., Hartoyo, & Nurmalina, R. (2019). Marketing mix effect towards customer satisfaction and loyalty: Case study of Rejuve cold-pressed drinks. Indonesian Journal of Business and Entrepreneurship, 5(3), 310–320. https://doi.org/10.17358/ijbe.5.3.310

Nuseir, M. T., & Madanat, H. (2015). 4Ps: A strategy to secure customers’ loyalty via customer satisfaction. International Journal of Marketing Studies, 7(4), 78. https://doi.org/10.5539/ijms.v7n4p78

Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.

Ratnawati, E., Mubarokah, & Wijayati, P. D. (2024). Marketing mix effect towards consumer satisfaction and its impact on loyalty: Case study on Jeruk Pecel Tulen soy sauce in Surabaya city. Journal of Management, 17(1), 41–54.

Rughoobur-Seetah, S. (2021). The influence of job autonomy on service quality delivery of employees: An integration of two theories. Journal of Management Research, 7(1), 47–67.

Seo, S., Kim, K., & Nurhidayati, V. A. (2020). Satisfaction and purchase intention of imported fresh fruits based on familiarity: A case of Korean pears in Taiwan. British Food Journal, 122(9), 2733–2748. https://doi.org/10.1108/BFJ-08-2019-0639

Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838. https://doi.org/10.1016/j.foodqual.2019.103838

Tsai, H.-T., Huang, H.-C., Jaw, Y.-L., & Chen, W.-K. (2006). Why on-line customers remain with a particular e-retailer: An integrative model and empirical evidence. Psychology & Marketing, 23(5), 447–464. https://doi.org/10.1002/mar.20121

Vasilica-Maria, M., Jiménez-Sánchez, Á., & Ehrlich, J. S. (2023). A review of the use of PLS-SEM in neuromarketing research. index.comunicación, 13(2), 119–146. https://doi.org/10.33732/ixc/13/02Arevie

Verhaal, J. C., & Dobrev, S. D. (2022). The authenticity paradox: Why the returns to authenticity on audience appeal decrease in popularity and iconicity. Journal of Management, 48(2), 251–280. https://doi.org/10.1177/0149206320971233

Wordu, G. O., & Banigo, E. B. (2013). Evaluation of the glycemic index of some cooked variety of rice products in Nigeria. Net Journal of Agricultural Science, 1(2), 38–41. https://www.netjournals.org/z_NJAS_13_022.html