Concept Of Marketing Mix Research Articles

Marketing Management of Educational Services in Improving The Image of Islamic Boarding Schools

This research focuses on marketing management by Islamic boarding schools to improve their image. This study used a qualitative approach with six respondents who were then analyzed and assessed for the validity of the data using triangulation techniques at Islamic boarding schools in Bantul Regency. The results of the study show that: 1) the management of education service delivery at Islamic boarding schools has been running effectively, as evidenced by the increase in students every year; 2) factors that enhance the image of Islamic boarding schools include community support, the role of large foundations, and the commitment of Islamic boarding schools; 3) these factors are strengthened by the 4P concept of marketing mix strategy: product, promotion, process, and people; 4) media activities have an essential role during the marketing process; 5) special programs in Islamic boarding schools can also increase public interest; 6) the characteristics of each pesantren are the main attraction for the community's interest in pesantren. Furthermore, the image of the Islamic boarding school can be formed by implementing a marketing strategy by utilizing the marketing mix concept and can be built through good communication in every coordination.

Implementasi Marketing Mix pada Objek Wisata Dira Park Ambulu dalam Menciptakan Pengelolaan Berkelanjutan

Tourism is an important contributor to the regional economy. This condition confirms that tourism needs to be well prepared. The presence of the COVID-19 pandemic has had an impact on all sectors, including tourism. This situation is characterized by a decrease in the number of tourist visits, both local and foreign. Another impact of the pandemic is the lack of management focus on managing tourist attractions. These conditions directly affect the implementation of marketing strategies in achieving management targets. The purpose of this study is to analyze the application of the 7p marketing mix to the tourist attraction of Dira Park Ambulu in creating sustainable creative tourism. A qualitative design is used in this study, which explores everything about managing tourist attractions. Data collection through interviews combined with the 7p marketing mix instrument. The selected informants came from management, employees, and visitors who were enjoying Dira Park Ambulu's services. The Miles Huberman method is used in data processing and analysis through the stages of transcription, reduction, coding, categorization, and drawing conclusions. The study's findings show what would happen if Dira Park Ambulu's tourist attraction did not meet the 7-point marketing mix concept. Some of the instruments used in the 7p marketing mix instrument, including products, prices, marketing distribution channels, promotions, human resources, processes, and physical evidence, have not been fully implemented. The results of this study confirm that the management of the Dira Park Ambulu tourist attraction needs to thoroughly implement the 7p marketing mix instrument.

The impact of the COVID-19 pandemic on marketing mix concepts used by hotel facilities. Theoretical and analytical considerations

The aim of the article is to identify changes in marketing instruments used by hotels as a result of the COVID-19 pandemic. To this end, the authors review selected marketing mix concepts found in the literature, list restrictions that the hotel industry in Poland was directly and indirectly affected by during different periods of the pandemic, present changes in marketing tools (in particular 7P, 7C and 4V) used by different hotels in response to Covid restrictions in Poland and propose marketing tools that hotel facilities should introduce in order to prepare for future pandemics. Empirical data were collected by observation in the course of stays at eight Polish hotel facilities during the state of epidemic in Poland. It can be concluded that the pandemic definitely influenced the choice of marketing tools used by the surveyed hotels, regardless of the adopted marketing mix model. The state of epidemic in Poland and the resulting restrictions on the operation of hotels is an opportunity for hoteliers to reflect on how to deal with similar situations in the future.

STRATEGI PENCAPAIAN TARGET ELECTRONIC DATA CAPUTERE (EDC) MERCHANT PADA AGEN BINAAN UNIT KERJA BANK X

Abstract: This research is a qualitative study to examine the use of EDC machines at PT. Bank Rakyat Indonesia (BRI) KCP Driyorejo work unit. The focus of this research is to find out the causes of suboptimal achievement of EDC Merchant target at BRI KCP Driyorejo which can hamper the company goals, and then provide a strategy to BRI KCP Driyorejo so that the EDC Merchant target can be achieved. This research uses qualitative approach with case study method. The analyzed data are based on interview result with BRI KCP Driyorejo’s officers who are responsible for EDC, EDC Merchant agents, and EDC Merchant machine users. The results showed that the service of BRI Driyorejo’s EDC officers to the EDC agents had not been effective which resulted in the achievement of transaction and new EDC Merchant agents target had not been achieved. This research uses the concept of 7P marketing mix. With this concept, it can be seen what needs to be improved by BRI KCP Driyorejo so that in the future the EDC Merchant target can be achieved.Keywords: Electronic Data Capture (EDC), Merchant, Agents Target

Concept of green marketing in environment conservation: A Literature review

The concept of green marketing mix is as well as the conventional marketing mix refers to the satisfaction of customer needs, wants, and desires related to the maintenance and preservation of the environment. Consumers interest in environmental care creates opportunities for companies to apply green marketing and to increase sales. Green marketing becomes an alternative strategy helps the company's image, adds value to the company's business, even consumers demand green choices and will to pay higher prices. The marketing strategy includes the company's external and internal factors. The marketing mix strategy is the basic idea and generic function of marketing which consists of product, price, place, and promotion elements to shape the occurrence of sales. Developing the concept of green marketing mix (green marketing mix) is inseparable from the traditional 4P concepts (product, price, place, promotion), except a number of additional component are closely related to the intent of green marketing itself and other very influential things. The implementation of a green marketing strategy requires a fundamental, comprehensive and integrated approach in all functional aspects of marketing, including the overall marketing mix, such as product design, pricing, location and promotion.

The Impact of Marketing Mix on Osmo Probolinggo Mineral Water Customer Satisfaction

In order for the company to be optimal in marketing its products on the market, it needs a set of marketing equipment in the form of a marketing mix. Kthe concept of marketing mix in the form of product, price, and distribution as well as promotion; is a variable used by entrepreneurs so that consumer satisfaction is met and the needs and desires of consumers are served. (Swastha, 2005). Lingga Mas wants existing customers to be maintained, the marketing mix concept needs to be maximized. The research aims to analyzeinfluence of marketing mix (element) with satisfaction.A sample of 45 people using a population technique or saturated sampling. The research instrument was a questionnaire with a Likert scale measurement. Data were analyzed by multiple regression.There is a significant effect between Marketing Mix and Customer Satisfaction with Mineral Water Osmo Probolinggo because F count 14,068 > 2.61 (table), and sig. 0.000 < 0.05. The effect of product with satisfaction is t = 2.254 > 2.021 (t-table) and sig is 0.030 <0.05, it is concluded that there is a significant/meaningful effect, the effect of price and satisfaction is obtained tcount 4.840 > 2.021 (ttable) with sig. of 0.000 <0.05, it can be concluded that there is a significant/significant effect. Distribution with satisfaction has a significant/convincing effect because t-count is 2.121 > 2.021 with sig. 0.040 < 0.05. The promotion variable with customer satisfaction has no significant effect because tcount < ttable is 1.023 < 2.021 sig. 0.312 > 0.05. The price variable has the largest Beta Coefficients value, which is 0,

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

Ulos is one of the handicrafts which is one of the typical Indonesian clothing and has been developed from generation to generation by the Batak people, North Sumatra. The existence of Ulos handicraft products in the modern consumer market today cannot be separated from the efforts of Ulos artisans and Ulos marketers. This research is here to provide more profound knowledge related to aspects of the marketing mix (4P) which consists of elements of product, price, place and promotion on purchasing decisions of ulos handicraft products. The sample in this study amounted to 140 respondents who were determined by a convenience sampling approach. Data collection using a questionnaire instrument which is then distributed online. Data analysis using the SPSS application by displaying data processing results through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination, and hypothesis testing. Based on the results of data analysis, it is concluded that the marketing mix aspects of product, place and promotion have a significant influence on purchasing decisions. Then, the element of the marketing mix viewed from the part of price does not significantly affect purchasing decisions. With the presence of this research, it is hoped that it can provide additional information for Ulos artisans and Ulos business actors in developing a marketing mix with the marketing mix concept to make it more optimal.
 Keywords: Purchase Decision; Ulos Products; Marketing Mix

UTILIZATION OF INSTAGRAM SHOPPING FEATURES AS A MEDIA FOR MARKETING COMMUNICATION FOR ONLINE STORES CARL AND CLAIRE

The extraordinary growth and development of online business has led to intense business competition. Instagram is one of the social media that is here to offer solutions for business owners and their potential customers by issuing special shopping features. One of the online stores that utilizes the Instagram Shopping feature as a marketing communication media is Carl & Claire. In this study, researcher tried to discover the use of the Instagram Shopping feature as a marketing communication medium for Carl & Claire's online store and also discover the advantages and disadvantages using the 4P marketing mix concept. The 4 concepts included in the 4P marketing mix are: Product, Price, Place, and Promotion. The research method used by the researcher in this study is a qualitative descriptive research method. The data in this study were obtained from primary data and secondary data. The data collection technique that the researcher used was observation, documentation, and interviews with 2 informants, namely Mrs. Nouva Puspita as the CEO & Founder of Carl & Claire and Ms. Kezia Marika Puteri as the Junior Brand Manager of Carl & Claire.

Consumer Decisions in Consuming Eco-Friendly Food Products During the COVID-19 Pandemic: Based on Green Marketing Mix Concept

Consumer Decisions in Consuming Eco-Friendly Food Products During the COVID-19 Pandemic: Based on Green Marketing Mix Concept

Analysis of Marketing Mix Implementation on Hajj Savings Products in Increasing Hajj Customers at Mega Syariah Bank (Case Study of Mega Syariah Bank KCP Medan Katamso)

Basically, Marketing Mix is a marketing mix concept that puts forward elements such as promotion, price, place and product by considering the company's intended purpose, in which the implementation of a good and appropriate marketing mix will increase sales of both goods and services offered. qualitative research with case studies through a descriptive approach. The results of the study explain that the marketing mix for the Main Savings Products at Bank Mega Syariah Kcp Katamso can be categorized as successful this implementation is evidenced by the various successes of Bank Mega Syariah in getting customers both collectively and individually and this is inseparable on the performance of the operational and marketing teams who have implemented the marketing mix concept well, from the various efforts made by researchers, many have learned that something that is managed well, the results will also be good.

КОМПЛЕКС ЦИФРОВОГО МАРКЕТИНГА-МИКС: ПОИСК И ОБОСНОВАНИЕ ОПТИМАЛЬНОЙ ТЕОРЕТИЧЕСКОЙ КОНСТРУКЦИИ

In this article, the task is to present the optimal theoretical design of digital marketing and its tools for promoting goods and services in the digital business environment. Comparative characteristics of traditional and digital marketing are considered. The advantages that virtual marketing is gaining more and more due to the rapid development of new interactive forms of communication in the digital environment of interaction between customers, users and organizations are emphasized. So far, no such attempt has been made to present a sound theoretical construction of digital marketing. The article, based on the analysis of existing approaches, proposes the author’s concept of digital marketing mix, which provides for consideration of the promotion of goods and services of an organization in a digital environment from the standpoint of four main interrelated elements: site SEO, SMM, content-marketing, Internet advertising. The unifying principle and common platform for all elements of the marketing mix is the organization’s website. The article presents an expanded version of the marketing mix in the form of the same four elements with the addition of an additional three: mobile marketing, e-mail– and CRM-marketing as relatively autonomous, going beyond Internet communications. In addition, the author’s point of view on digital marketing is substantiated, which can be presented in the form of a digital marketing mix, with wide opportunities for its practical use in the successful implementation of tactical business plans, primarily small and medium-sized.

МАРКЕТИНГОВА ПОЛІТИКА ОСНОВНИХ ГРАВЦІВ РИНКУ КАВИ УКРАЇНИ

The article is devoted to topical issues of the marketing policy research of the main players of the coffee market of Ukraine in accordance with the 5R marketing mix concept. The product range and prices of the finished products of the manufacturers whose coffee brands belong to them were analyzed: "Isla", "25 Coffee Roasters", "Pound of Coffee", "Coffee from Lviv", "Vienna Coffee", "Old Lviv Coffee", "Halka", "Jacobs", "Ambassador", "Black Card", "Elite Fort", "Totti", "Nescafe", "Starbucks". The factors influencing the pricing policy of the investigated enterprises are determined. The presence of their coffee products on the shelves of the largest domestic retail chains and online stores of Ukraine was determined and analyzed: "Metro", "Auchan", "Epicentr", "ATB-market", "Silpo", "Bigl.ua", "Rozetka. ua", "Prom.ua", own online shop. The presence of coffee enterprises in the retail market of Ukraine was analyzed according to market segmentation parameters and tools used for product and brand promotion. The general trends in the consumption of coffee products were analyzed according to the parameter of the place of purchase and consumption of the coffee product, according to the level of the consumer's income. The development trends of the Ukrainian coffee market in the conditions of exhausting competition with global producers of coffee products have been determined. Conclusions were made and measures were proposed to develop the brands of domestic coffee-producing enterprises, taking into account the use of modern tools of online trade in order to obtain long-term specific advantages. The generated data on the current state of the coffee market of Ukraine will allow business analysts, business owners, consultants to determine the company's place in the market in comparison with competitors and use the given recommendations to promote their product regardless of the complexity of market segmentation and will allow them to respond more professionally to changes in the coffee market and competing business entities.

SWOT Analysis of Sustainable Marketing Mix of Food Industry Enterprises

The article is a pioneering attempt to identify the strengths and weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises. The study enriches the poor state of literature on the sustainable marketing and marketing mix. The value of research is to acquire and present new knowledge about the four elements of marketing mix in the sustainable concept. The article may support managers who want to implement the concept of sustainable marketing mix in their companies. The aim of the study is to conduct a SWOT analysis, identifying strengths, weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises

IMPLEMENTATION OF STAFF MARKETING BASED ON THE MARKETING-MIX CONCEPT

The article proposes the understanding of personnel marketing as a concept that systematically combines three components: the goal of creating a strategy for human resource accumulation; research method; a means of creating an attractive image of the company as an employer. Personnel marketing is understood as a threefold concept that systematically combines the goal (creating long-term prospects for human potential), method (providing information to work with staff based on their research), means (creating an attractive image of the company as an employer by differentiating communications). The external factor of competition in the labor market determines the actualization of such a management function as staff marketing. The theory of marketing mix "4P" is modified considering the specifics of marketing variables designed to gain competitive advantage in the labor market. The classical components have been determined, which have received the following meaning: product - workplace; promotion (place) - selection of alternative options for attracting intermediaries; promotion - the formation of an attractive brand of the employer; price - wages and intangible benefits. The solution of the applied problem of ensuring the competitiveness of the "workplace" for enterprises has led to the inclusion in the methodological tools of generational theory. In our opinion, the algorithm for creating an attractive image of the employer in the framework of the incentive strategy should be considered based on the EVP concept. It is established that in the conditions of the general unfavorable socio-economic situation in Ukraine the segment of intangible benefits is growing in terms of attracting and retaining employees at a particular enterprise. They were structured by aggregate groups: social benefits, professional development and career growth, work environment, corporate culture. The formation of human capital in enterprises is a key area for gaining sustainable competitive advantages and involves a conscious choice of strategy for the marketing mix of staff, considering current trends at the national and supranational levels. Key words: personnel marketing, marketing mix concept, product, promotion, incentive, price.

Application of green marketing mix of beauty products on sales through purchase decisions as intervening variable

Public awareness in Indonesia in responding to global warming has increased significantly. Increased public awareness plays an important role in providing challenges and opportunities for companies that provide goods or services to create products that are in accordance with their wishes. The challenge is to guarantee that the goods or services provided are safe for consumers and friendly and do not damage the environment. The concept of green marketing mix refers to the satisfaction of customer needs, wants, and desires in relation to the maintenance and preservation of the environment. Discussions on environmental issues in developed countries have been initiated and developed since the 1990s. Green marketing is a marketing concept used by companies to achieve the main goal of making a profit. Green marketing in the process is an act of integrating broad activities, which include product modifications, changes to the production process, changes to packaging, to changes to advertising. Based on this phenomenon, this study aims to find out how much influence the application of the green marketing mix has on sales.

Marketing Mix Strategy of Certified Palm Oil Seedling in Bungo Regency

The study aims to analyze the marketing mix strategy of certified palm oil seedlings. The method used was descriptive qualitative by describing and interpreting marketing strategy using marketing mix concept. Formulating a certified palm oil seed marketing strategy based on an assessment of the role of variables in the marketing mix implemented. The product strategy was expected to maintain the quality of certified palm oil seedlings. In the pricing strategy was to increase the price compliance with the quality of certified palm oil seedlings and apply discounts for consumers, especially small farmers. For the distribution line mix strategy should be able to shorten the distribution channel of certified palm oil seedlings and supervise the distribution process to the hand of farmers. Then, implementing a promotional mix strategy with more publicized promotional activities and expanding the dissemination of information on certified palm oil seedlings.

The Starting Point of Marketing Mix Concept and Resource Allocation Types

The Starting Point of Marketing Mix Concept and Resource Allocation Types

Strategies Model of Jember Historical Tourism Marketing

Jember has a long history since prehistoric times, and is evidenced by the diversity of relics from prehistoric times to the colonial period. Historical heritage objects become important regional assets that can generate profits and have a significant effect on economic development. One idea that can be initiated is the presence of an ancient museum. Because of that, an effective marketing strategy is needed to increase the people's visit to the museum and other historical tourism. This study aims to explore how the condition of ancient sites and objects in Jember, explore how the potential of building a museum as a location for storing ancient objects in Jember, and formulating marketing strategies on historical tourism and museums as part of Jember tourism programs. This research adheres to the positivist paradigm using qualitative research methods, using a case study approach by exploring the condition of ancient objects in the Jember area in detail. The results showed that the collection of ancient objects from Jember's history varied greatly with a total of more than 600. A number of collections have been placed in the Antiquities Collection Room, with very limited maintenance, and the room conditions that are not yet representative. For this reason, museum is an alternative solution as a place to store ancient art collection, as well as a part of historical tourism in Jember. The formulation of marketing strategy departs from the concept of SWOT Analysis which is then synergized with the concept of Tourism Marketing Mix.

Are Consumers Always Greener on the Other Side of the Fence? Factors That Influence Green Purchase Intentions – The Context of Croatian and Swedish Consumers

Purpose – Seeking to understand sustainability through the concept of green marketing mix and green consumer behaviour better, this paper examines their role in expressing green purchase intentions. Aiming to get a better insight into green consumer behaviour, it explores two important psychographic and behavioural variables: environmental awareness and perceived consumer effectiveness. The concept of both marketing mix and green consumer behaviour are examined in two very different contexts (Croatia and Sweden). Design/Methodology/Approach – To conduct the research, a self-completed highly structured questionnaire was designed. Green product characteristics were defined through the concept of marketing mix, while green consumers were defined according to their demographics and two psychographic and behavioural variables. The research was conducted among Croatian and Swedish consumers. Findings and implications – The research showed that the two samples, despite differences, have two factors of influence on green purchase intention in common: perceived higher quality of green products and environmental awareness. Both Croatian and Swedish consumers showed willingness to pay the premium price for green products, which shows the important role of price as a quality communicator of green products. Eco-labels, once they become a standard as is the case of the Swedish market, no longer have strong influence on green purchase intention. Limitations – The main limitation of this research is the fact that only low involvement products were used in the questionnaire. Originality – The main contribution of the paper is a deeper insight in purchase intentions of green consumers. The factors that drive green purchase intentions are observed in two different cultural, political and economic contexts, which adds value to green consumer understanding, but also contributes to better understanding of green product management.

Studi Netnografi Tentang Keputusan Konsumen Menggunakan Jasa Pesan Antar Makanan Online di Sidoarjo.

ABSTRACT Research Objectives - This study aims to determine the effect of prices, products, promotions and distribution on consumer decisions using online food delivery services. Design / Methodology / Approach - The study was conducted by distributing questionnaires to 200 respondents who used an online food delivery service application, namely the Go-Food, GrabFood, McDelivery, KFC Online Delivery and Pizza Hut Delivery applications. This research uses ethnographic methods Findings - The results found that the decision to use online food delivery service is significantly influenced by e-marketing mix with e-place factor as the most dominant factor, while of all these factors it is known that e-product factors do not significantly influence user decisions online food delivery service in Sidoarjo. Originality / value - This research examines the influence of the marketing mix of prices, products, promotions and distribution with different digital concepts from previous studies that still use the traditional marketing mix concept. Keywords: e-Marketing mix, Consumer decision, Online food delivery.