Marketing Mix Strategies: A Key Factor in Influencing Consumers’ Purchase Intention of Harumanis Mango in Perlis

This study examines the effect of the marketing mix (product, price, place, and promotion) on purchase intention and consumer purchasing decisions on Harumanis mango in Malaysia. The data in the study are quantitative using a primary data source. Data was collected using a convenience sampling method from April to June 2023. A set of questionnaires was distributed to the consumers who have experience in purchasing and eating Harumanis mango. A total of 310 respondents responded to the questionnaires, which were distributed online. The data was then filtered and proceeded to the data analysis. The results showed that the two elements, namely product and place, had a positive and significant effect on the purchase intention and purchasing decision of Harumanis, while the other two elements (price and promotion) were insignificant in influencing consumers’ intention to purchase Harumanis. Hence, the study recommends the government revise the ceiling price of Harumanis mango as the current market price of this mango is considered high, and an intensive promotional activity should be properly strategized to attract consumers to purchase Harumanis.