THE INFLUENCE OF MARKETING COMMUNICATION MIX ON CONSUMER PURCHASE DECISIONS: A STUDY OF BROWNIES HOMEMADE BY @ICONKULINER

Abstract

This study aims to analyze the implementation of the marketing communication mix in the Brownies Homemade by @IconKuliner business and its role in shaping consumer purchasing decisions. The study employed a descriptive qualitative approach, with data collected through in-depth interviews, observation, and documentation of digital activities on the @IconKuliner Instagram account. Fieldwork was conducted from June 10 to July 18, 2026, involving the business owner and consumers who had completed transactions as the primary data sources. Data were analyzed through data reduction, data display, conclusion drawing, and verification, while data credibility was strengthened through source triangulation and methodological triangulation. The findings indicate that @IconKuliner implements its marketing communication mix through digital advertising on Instagram Stories and Feed, sales promotions in the form of discounts, free toppings, and free shipping, public relations through reposted customer reviews and social activities, direct marketing through WhatsApp and Instagram Direct Messages, and personal selling through friendly service and direct delivery. The integration of these elements plays a role in shaping consumer purchasing decisions through five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The findings further show that visual product transparency, promotional incentives, service responsiveness, social proof, and personalized interactions are important factors in building consumer trust, satisfaction, and repurchase intention. This study contributes to the literature on social media-based marketing communication among culinary MSMEs, particularly by explaining the relationship between digital communication strategies, interpersonal interaction, and consumer purchasing decisions for homemade products.