The Impact of Digital Marketing Mix on Purchase Intention: A Survey in the Used Car Market in Hanoi City

Abstract

In the digital age, the traditional 4Ps of marketing product, price, place, and promotion are undergoing a significant transformation to adapt to the complex dynamics of online consumer behavior, particularly in sectors like the used car market. This study investigates the predictive relationship between the digital marketing mix and purchase intention, with a focus on the Hanoi used car market. It explores how the digital adaptation of the 4Ps influences consumers' buying decisions and examines the mediating role of customer engagement often referred to as the customer mix in this context. A quantitative research approach was employed using a predictive causal model based on Partial Least Squares Structural Equation Modeling (PLS-SEM4). The study surveyed 89 targeted respondents through purposive sampling. The results reveal that the evolution of the digital marketing mix has both direct and indirect significant impacts on purchase intention. Customer engagement was found to play a significant mediating role, enhancing the explanatory and predictive power of the model. These findings contribute to bridging a knowledge gap by demonstrating that the modernization of the marketing mix, aligned with digital platforms and centered around customer experience, is highly relevant and effective in influencing purchase intentions especially in a competitive and information-intensive market like that of used cars in Hanoi.