Marketing Mix Influence on Purchase Decisions and Sales Recovery Strategy of RSV SC Hijab Series

Abstract

Viral social commerce campaigns frequently generate significant attention without producing sustained sales performance. The RSV SC Hijab Series, a hijab-compatible motorcycle helmet produced by PT Helmindo Pratama Indonesia, attracted 23 million video views during its September 2025 launch; however, sales volume declined by 52.5% within five months. This study examined the effects of the seven-element marketing mix on purchase decisions and formulated a sales recovery strategy. A questionnaire consisting of 32 Likert-scale items was administered to 221 verified buyers selected through purposive sampling. Data were analyzed using multiple linear regression, Importance–Performance Matrix Analysis, and the 5A consumer journey framework. The seven marketing mix elements collectively explained 58.5% of the variance in purchase decisions (F = 42.930, p < 0.001). Process, Physical Evidence, People, Price, and Place had significant partial effects, while Product and Promotion did not, despite achieving the highest performance scores. Process demonstrated the strongest effect (? = 0.391), while its performance score remained relatively low at 2.80 out of 5. A verified price audit positioned the product within the mid-range category among competitors. Therefore, the low Price score indicated reduced perceived value rather than an incorrectly priced offering. The study recommends prioritizing post-purchase reliability improvements rather than relying primarily on price discount strategies.