Marketing Mix Research Articles

Pengaruh Kualitas Produk dan Brand Ambasador Terhadap Keputusan Pembelian Melalui Kepuasan Harga pada Mie Lemonilo

The purpose of this study was to determine the effect of product quality and brand ambassadors on consumer purchasing choices by testing their satisfaction with the price of Lemonilo noodles. The methodology used was Accidental Sampling, with a sample size of 150 respondents. The validity and reliability of the questionnaire given to respondents were tested using PLS software version 3.0 and Structural Equation Modeling (SEM). In the data collection approach, two things are emphasized in the service marketing mix: product quality and brand ambassadors. This study shows that the quality of a product has a large and positive impact on consumer purchasing choices. In addition, it has a positive effect on their satisfaction with the price of the product. Conversely, the presence of a brand ambassador does not have a significant effect on price satisfaction. However, it has a significant effect on consumer purchasing decisions. Furthermore, satisfaction with the price of a product has a positive and significant effect on consumer purchasing choices

Ornamental Fish Marketing Mix Strategy in Jatinegara Ornamental Fish Market

This study aims to determine the characteristics of sellers and analyze the 7P marketing mix strategy applied in the Jatinegara Ornamental Fish Market. The research will be conducted from August 2023 to September 2023 at the Jatinegara Ornamental Fish Market, Jatinegara District, East Jakarta. The research method used is the case study method, with a sampling technique that is purposive sampling. The data analysis used is Descriptive Marketing Mix. The results of research on ornamental fish sellers have male characteristics with the domicile of Jatinegara District, age range 26-40 years with the majority of the last high school education / equivalent. Sellers in this market earn an average income per day of Rp 1,500,000 – Rp 2,000,000 with 4-6 years of sales experience. The results of marketing mix research applied to the Jatinegara Ornamental Fish Market can be seen from the 7P point of view, namely 1) The results of the marketing mix in products include product diversity and types of packaging for transporting ornamental fish, 2) The results of the marketing mix in prices include price variations and causes of price variations, 3) The results of the marketing mix carried out include sales locations that are narrow land and no parking space is available, 4) Physical evidence include product arrangement and product information on display, 5) The results of the marketing mix in people include informative seller attitudes, 6) Promotion includes promotional media, 7) The process includes payment methods and receipts.

Revolutionizing Fast Food Marketing Strategy using Kotler's Approach

This study investigates marketing strategies and service quality's impact on consumer decisions to purchase fast food at M2M, employing Kotler's marketing mix strategy. Using a qualitative approach, the research explores elements of the marketing mix—product, pricing, promotion, and distribution—influencing marketing success. Interviews with M2M managers and on-site observations provide insights. Findings highlight segmentation, targeting, and positioning processes, emphasizing mass marketing via social media. Key aspects include market penetration through affordable pricing and forward integration by collaborating with street food vendors. Implications suggest enhancing product innovation and understanding competitors' offerings. This research contributes to understanding effective marketing strategies in the fast-food industry, informing future business practices. Highlight: Impact of marketing mix on consumer behavior. Influence of service quality on purchase decisions. Application of Kotler's strategy in fast food industry. Keyword: Marketing strategy, Service quality, Consumer decisions, Fast food industry, Kotler's marketing mix.

Strategi Komunikasi Pemasaran Event PERSIS E-Sports

E-sports is a rapidly growing new branch of sport in Indonesia and worldwide. In Indonesia, E-Sport has gained recognition from IeSPA (Indonesia e-Sport Association), which operates under the Ministry of Youth and Sports. IeSPA's vision is to establish Indonesia as a high-achieving country in the field of E-Sport. As E-Sport continues to develop in Indonesia, numerous competitions have emerged in this domain. It started with small-scale competitions in internet cafes, gradually expanding to both local and international levels. One notable example is the Esports team, PERSIS Esports, which originated from the PERSIS Solo football club in Indonesia. Compared to other League 1 promotion clubs like Dewa United and Rans Nusantara, PERSIS Esports actively organizes Esports events, as evident from their Instagram account. These sporting competitions run successfully due to PERSIS E-Sports' marketing efforts, particularly in Free Fire and E-Football competitions. Data for this research was collected through interviews with the General Manager of PERSIS ESPORTS, Creative Director, Content Creator, and Community Manager. After analysis, the research findings indicate that PERSIS E-Sports effectively markets E-Sports competitions to the target audience, specifically focusing on the 13-18 age range of students in the Solo Raya region who have an interest in online gaming. The marketing strategy involves targeting Instagram users and communities interested in online gaming through Instagram ads. The positioning of Persis E-Sports is to market tournaments that cater to all groups, particularly online gaming communities in Surakarta and its surrounding areas. The implementation of the marketing mix elements (7P) can be observed through the utilization of print media, electronic media, social media, websites, direct marketing via WhatsApp Groups with the community, as well as personal sales activities through booths and expos during events and promotions at local schools in collaboration with their football team.

Proposed Marketing Strategy to Increase Sales of F&B Business (Case Study: Kapau Anak Sultan)

Kapau Anak Sultan is a quick-service restaurant chain specializing in Nasi Kapau, a mixed rice dish from Nagari Kapau, West Sumatra. Established in early 2021, Kapau Anak Sultan currently has over 20 outlets all over the Jabodetabek area and other cities in Indonesia. According to the external analysis, the constant rise of GDP mostly due to F&B businesses and the increase in monthly expenditure for food and beverage has made the outlook for the F&B businesses in Indonesia promising. However, the sales of Kapau Anak Sultan are declining, and brand awareness is still considered low compared to competitors. Thus, this research was conducted to provide Kapau Anak Sultan with marketing strategies aligned with the business strategy. This research used primary and secondary data. To obtain the primary data, both qualitative and quantitative methods were used in this research. To determine the current customer and internal conditions, an in-depth interview with the CEO and management was carried out. Furthermore, an online survey was conducted for the customer analysis, in which 224 respondents were obtained. Meanwhile, the secondary data, for instance, textbooks and previous research journals were used to determine the external conditions. This research affords the new segmentation, targeting, and positioning for Kapau Anak Sultan and provides the new marketing mix (4Ps), such as product, price, place, and promotion. In summary, Kapau Anak Sultan needs to re-assess its resources and capabilities to deliver excellent marketing strategies and be able to survive in the strict competition in the F&B industry.

Marketing religious programs on television as a nonfavorite program: a study in Indonesia

PurposeThis study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular television programs in Indonesia.Design/methodology/approachThis study used a descriptive qualitative method by collecting data using in-depth interviews, observation and documentation.FindingsTV9 Nusantara used a counter-programming strategy to seize viewers from the competing television stations; the prime time is also set differently from other televisions as well as implements a head-sterling strategy to make the audiences loyal to watching TV9 Nusantara programs and not switch the channels.Research limitations/implicationsIn Indonesia, three types of television stations are broadcast nationally, publicly or government-owned, central and regional and local television. This study only focused on local television stations whose main program is religious, especially Islam.Practical implicationsThe results of this study can underline the importance of establishing segmentation, targets, differentiation and market positioning as well as efforts to create products, prices, places and promotions for journalistic products, especially TV broadcast products and production processes that follow Sharia principles.Social implicationsThis study can inform the public regarding TV Broadcasting products and production processes following Sharia principles.Originality/valueThis study examined the implementation of marketing strategies and the marketing mix on local television, especially television that broadcasts programs that are not the favorites of most viewers.

Marketing Manuvers Based on Jamaah Involved for Savings Products in Increasing of Customers at Microfinance

Global competition is a fact in economic life that occurs not only in the goods market but also in the services market. Microfinance must have a marketing strategy to achieve optimal profits. Marketing strategy is a complex company activity in which there are interconnected marketing variables. This research aims to explore and describe how microfinance increases the number of customers based on jamaah-involved marketing maneuvers. This was conducted at KSPPS. BMT NU Bondowoso City Branch aims to find out the marketing manuveres used and the efforts made by KSPPS. BMT NU Bondowoso City Branch in increasing public interest in these savings products. This research was carried out using a data collection process utilizing observation, interviews, and documentation. Data processing is carried out through Editing, Organizing, and Analyzing, analysis is carried out with a case study. Marketing manuveres used by KSPPS. BMT NU Bondowoso City Branch is a marketing mix strategy that can increase public interest. This research shows that marketing manuveres were implemented in all 4P’s and extended the marketing mix widely.

The Influence of Service Marketing Mix and Competitiveness on Customer Loyalty through Brand Equity of Loading and Unloading Services for Non-Container Goods at PT Pelindo Banjarmasin

The Influence of Service Marketing Mix and Competitiveness on Customer Loyalty through Brand Equity of Loading and Unloading Services for Non-Container Goods at PT Pelindo Banjarmasin

STRATEGI BAURAN PEMASARAN 7P DI CV. TANI ORGANIK MERAPI (TOM), KECAMATAN WUKISARI, KABUPATEN SLEMAN

This research discusses the implementation of the 7P marketing mix strategy at CV. Tani Organik Merapi is a company operating in the field of organic agriculture. This research also identifies the 7P marketing mix which includes product, price, promotion, place, people, process, and physical evidence, and how it is applied in the context of an organic farming company. This research aims to be able to analyze the SWOT to formulate an effective marketing strategy. The research results show that internal and external factors can influence a company, including strengths, weaknesses, opportunities and threats. This research method uses a mixed method by carrying out a research approach that combines quantitative and qualitative data analysis to obtain more comprehensive and accurate results. The analysis results show that CV's 7P marketing mix strategy. Merapi Organic Farming shows success in several aspects but requires improvement in the Promotion aspect. By using SWOT analysis, CV. Merapi Organic Farmers can develop 12 alternative strategies to improve performance and success in marketing organic vegetable products."

The Effect of Fresh Drink Marketing Mix Strategy “Somano” on Consumer Behavior in Surabaya City

Abstract Mangroves can be exploited economically to provide fresh drinks with health benefits in addition to their ecological advantages. A common method to beat the competition in running a business is to use the marketing mix. The goal of this study was to examine how the marketing mix strategy for the fresh beverage brand “Somano,” whose primary ingredient is mangrove fruit, affected consumer satisfaction. 100 visitors to Surabaya’s Gununganyar mangrove forest served as the study’s sample, and SEM PLS 6.0 was utilized to evaluate the data. The study’s findings suggest that the four pillars of the marketing mix—product, price, place, and promotion—have a positive and noticeable impact on consumer behavior.

Customer perception of brands' heritage: synthesis and perspectives

This article looks at of what marketing has produced regarding the way consumers engage with brand heritage. The literature review shows how marketing scholars take the heritage discourse and analyses the way the message is communicated to external audiences, if they accept it or not, and what effects it has on their broad relation to the company. Then, the first part of the paper clarifies the distinction in brand heritage literature between the focus on the corporate brand and the focus on the marketing mix and its perception by consumers. The second part defines brand heritage as it is perceived by consumers, while the third examines protocols and, most particularly, scales that facilitate the measurement of brand heritage percep- tion. The fourth part reviews the known consequences of brand heritage perception. Finally, the conclusion lists avenues for further research.

GREEN MARKETING PRACTICES IN THE CONTEXT OF ENVIRONMENTAL SUSTAINABILITY: A CASE STUDY OF AN ECO-FRIENDLY CLEANING FIRM

Purpose- Having started of climate change’s impact shaped businesses’ production process directly in 21st century. After consumers’ attitudes and behaviours had affected marketplace, businesses started to show themselves in aspect of corporate social responsibility. Since 1970s, sustainability has been highlighted as a topic reflected to corporate’s politics. Environmental sustainability is a variety of sustainability takes environment on center and keep providing products or services for this perspective. By using of green marketing mix, aim of a lot of brands to get profit take environment on center. From producing of packets to types of electric energy that use in factories, many effects started turning to metaphorses with corporates’ environmental sustainability politics. In context of ethical production and environmental sustainability, while animal testing is being removed vegan product production is tried to develop. Aim of this research is to understand on how environmental sustainability affects firms’/brands’ production process. Methodology- In this research, case study is applied as a types of qualitative research designs. By Turkey’s representative of an eco-friendly cleaning firm that from Denmark, semi-structured in depth interview were conducted. Then, the semi-structure in depth interview transcripted and highlighted to topic which turned into codes. The codes were got together and tied to themes. Findings- In result of the analysis reveals that 4 main themes which are 1) Scandinavian Morality and Ethical Production; 2) Green Sustainability; 3) Vegan Product; 4) Organic Product. To the analysis, Scandinavian morality has a big impact on ethical production. The firm’s practices are related to green sustainability; almost all production processes become “green”. In context of climate change, vegan perspective is rising day by day in the marketplace; producing animal-derived resources evaluate a part of climate change. Organic production is assessing an aspect of ecological life which is related to environmental sustainability. Conclusion- In green marketing perspective, environmental sustainability is one of the most indispensable issue, especially, while climate change gaining visibility. Basic marketing mix turning to “green marketing mix”. When brands and firms go green by politically, their production process goes directly green, as well. Climate change could be assessed like ethical issue in marketplace in context of environmental degradation. In addition, firms and brands caring about vegan and organic products, due to green conditions, are being positioned in environmental sustainability can be evaluated as a method of differentiation.

Bauran Pemasaran Mako Cake And Bakery Di Mega Mall Manado

This study aims to describe the marketing mix at Mako Cake and Bakery Mega Mall Manado outlet. This research was carried out at Maco Cake And Bakery in Mega Mall Manado, and the research time is 2 (two) months, the data used in this research is primary and secondary data, the sampling method uses the Qualitative Descriptive Method. Based on the results of interviews conducted, this research shows that the location/distribution channel strategy in this marketing mix is very profitable for the Mako Cake and Bakery Outlet in Mega Mall Manado, the reason is because it is located near the entrance which is easy to find, and also the ease of transportation to reach the location which is in the city center. The marketing mix results for product, price, place and promotion have been carried out well. In terms of products, it is in accordance with the motto of Mako cake and bakery, namely High-quality, refined, and delicious bread and pastries or high- quality, smooth and delicious bread and pastries.

The Mastering Influencer Marketing: Strategies for Success

Abstract: Influencer marketing has emerged as a powerful tool for brands to engage with their target audiences in an authentic and impactful way. This abstract explores key strategies for mastering influencer marketing, delving into the importance of identifying the right influencers, crafting compelling content, fostering genuine partnerships, and measuring campaign effectiveness. By understanding the nuances of influencer selection, content creation, and relationship building, brands can navigate the evolving landscape of influencer marketing to achieve lasting success and maximize their return on investment. This abstract provides valuable insights for marketers seeking to leverage influencers as a strategic component of their marketing mix in today's digital age.

The Impact of Green Marketing Mix on Green Loyalty in Oatside Plant Based Milk Product with Green Satisfaction as Intervening Variable

Currently, environmental conservation is a widely discussed topic as public awareness about its importance grows. Businesses need to recognize this trend, particularly by producing environmentally friendly products. Oatside is one such popular eco-friendly brand that has gained significant traction within less than two years, competing effectively with long-established brands. Despite this success, Oatside must continue to boost consumer loyalty through a strategic marketing mix approach to better understand consumer desires and prevent them from switching to other brands. This research aims to evaluate the impact of green marketing mix on consumers’ green loyalty, with green satisfaction serving as an intervening variable. This understanding is essential for Oatside to identify consumer needs and enhance loyalty in the competitive market. This research employs quantitative methods, incorporating multivariate techniques and descriptive analysis. The study sample consists of 300 consumers Oatside in Indonesia. The data were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. According to the findings of this study, there is a significant and positive correlation between green products, green locations, and green promotions with green satisfaction and green loyalty indirectly. However, the variable of green pricing did not demonstrate a significant positive influence on green satisfaction or green loyalty indirectly. The research utilized a model with an R-square result of 0.254, indicating a moderate level of explanatory power. The study revealed a positive and significant impact of green products, green locations, and green promotions on green satisfaction and green loyalty indirectly. However, the variable of green pricing did not show a positive and significant influence on green satisfaction or green loyalty indirectly. The research employed a model with an R-square value of 0.254 or 25.4%, falling into the moderate category. Based on these findings, it is suggested that Oatside offers more targeted promotions to its consumers, while ensuring profitability. This approach aims to enhance consumer satisfaction with Oatside’s environmentally friendly products, with the ultimate goal of increasing consumer green loyalty.

Kepuasan Konsumen Terhadap Bauran Pemasaran Rumah Makan “Juli Kuliner” Di Boulevard Kota Manado

This study aims to determine the level of customer satisfaction with the marketing mix of Juli Culinary Restaurant in Manado City Boulevard. The data collected in this study are primary data taken by survey with the technique of asking questions directly to consumers, using a questionnaire, and secondary data obtained from the business related to this research, such as the history of the “juli kuliner” restaurant. Sampling by accidental sampling and obtained as many as 88 respondents. The data analysis used in this study is descriptive analysis which is analyzed using an attitude measurement scale or Likert scale. The results showed that in general the level of consumer satisfaction was in the very satisfied category of 84%, with the highest level of satisfaction being the strategic location of 90%. However, there is one variable, namely promotion, which is still in the satisfied category with a satisfaction index of 79%.

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

The influence of service value and customer retention on the green marketing mix model for local Indonesian clothing brands

Tingkat Kepuasan Konsumen Pada Bungkoez Cafe Kota Manado

This study aims to analyze the level of customer satisfaction at Bungkoez Cafe Manado City seen from the aspects of product, price, promotion, place and service. This research was conducted for 4 months, from October 2023 to February 2024, at Bungkoez Cafe Manado City. The data collection method was collected using primary data obtained through direct observation in the field, by conducting observations and interviews with cafe owners, employees and consumers, as well as giving questionnaires to consumers to fill out. Secondary data is obtained from internet sites, books, articles, research journals and various other documents related to the research. The sampling method for Bungkoez Cafe consumers used accidental sampling method, the number of samples obtained was 45 consumers based on a time limit of 5 days consisting of 3 working days and 2 holidays with respondents around 7-9 people per day. The analysis method used in this research is descriptive analysis, analyzing the answers obtained from the questionnaire, calculating the Likert Scale method, and analyzing the characteristics of each research variable using the index formula in each aspect of the marketing mix. The results showed that the results of the index number of customer satisfaction levels at Bungkoez Cafe Manado City in terms of product, price, location, promotion and service were at 80.86%, this shows that overall the manager of Bungkoez Cafe Manado City has reached the level of customer satisfaction even though there are still several indicators that need attention.

Boarding School Learning Management Towards Positive Discipline of Students at MAN 1 Pesantren Darussalam Ciamis West Java

This research is motivated by the rise of undisciplined students because of the busy schedule of activities in the dormitory, study time until late at night, midnight activities, as a result when in class students tend to be lazy because of sleepiness. The purpose of this study is to determine the effect of boarding school learning patterns on the positive discipline of students, as well as how much influence boarding school learning patterns have on the positive discipline of students in senior high school in MAN Darussalam Ciamis. This research uses a quantitative approach with ex post facto method. The population in this study were high school boarding school students in Ciamis. The data collection technique uses an instrument in the form of a questionnaire. Before being used to obtain objective data, first the validity and reliability of the questionnaire was carried out. After the data is collected, then the data is processed and analyzed using the Prerequisite Test (Normality and Linearity), Simple Linear Regression Test, Hypothesis Test (t test and Determination Coefficient Test). The results of this study indicate that the boarding school learning pattern has an influence on a positive and significant effect on the positive discipline variable of students. the tcount value of 3.480 is greater than the t-table value of 1.671 with a significance value of 0.00 < 0.05. While the adjudted R aquare coefficient value shows that the marketing mix has an influence of 13.5% with a calculation of 100%-16.5%, then 86.5% is another factor that affects boarding school learning patterns in high school boarding schools in MAN I Darussalam Ciamis.

Ethnobotanical Study and Hedonic Evaluation with Cost Analysis of Banana (Musa paradisiaca L.) Stem Serum Preparation as an Anti-Aging Solution

In skincare, particularly facial serums, the utilization of natural ingredients is crucial in addressing various skin issues, notably combating the effects of free radicals that contribute to wrinkles. This study explores the potential of banana (Musa paradisiaca L.) stem extract as an active ingredient in serum formulation due to its rich anthocyanin content known for antioxidant properties. Hedonic testing and cost analysis serve as initial steps in the marketing mix of a product. This research aims to assess the hedonic preferences of various M. paradisiaca stem serum formulations and analyze the production costs. A descriptive research method employing survey and observational techniques was utilized for data collection and descriptive analysis. Hedonic testing was conducted to gauge the personal preferences of panelists toward M. paradisiaca stem serum formulations. Three formulations (F1 with 4%, F2 with 8%, and F3 with 12% M. paradisiaca extract) were evaluated by 40 panelists. Cost analysis of serum production employed quantitative descriptive analysis, computing the cost per unit using a variable costing method. The hedonic evaluation results showed that F1 formulation was highly preferred (79.3%), followed by F2 (73.2%), and F3 (66.8%). Cost analysis using the variable costing method revealed a total production cost of IDR 614,000.00 for 10 packages of M. paradisiaca stem serum formulation, translating to an approximate unit price of IDR 61,400.00.