The Influence of Personal Beliefs, and the 7P's Marketing Mix on the Decision to Purchase Sacred Objects through Facebook

Abstract

This research aims to study the factors influencing the decision to purchase sacred objects through Facebook, utilizing concepts of consumer behavior, personal belief psychology, and the marketing mix (7P’s). This quantitative research involved a sample group of 398 individuals who had previously purchased sacred objects via Facebook.

The study found that the belief in achieving life goals had the highest influence, followed by beliefs in social coexistence, honor, physical aspects, and security. Regarding the marketing mix (7P’s), physical evidence had the highest influence, followed by process, people, promotion, place, product, and price. The findings highlight the importance of using social media and marketing strategies to enhance the effectiveness of selling sacred objects.