Marketing Mix Research Articles

ANALISIS KEPUASAN PELANGGAN MELALUI KUALITAS PRODUK DAN BAURAN PEMASARAN AMARTA LOUNGE DI HOTEL SANTIKA PREMIERE SEMARANG

The objective of this investigation is to assess and scrutinize the manner in which consumers comprehend the caliber of the commodities they acquire, as well as the impact exerted by the marketing mix, comprising elements like product, price, place, promotion, people, physical evidence, and process, on the degree of customer contentment.This study was conducted at Amarta Lounge in Hotel Santika Premiere Semarang with the aim of evaluating and explaining the influence of service quality and marketing mix on customer satisfaction. Amarta Lounge in Hotel Santika Premiere Semarang has poor service quality and marketing mix, which negatively impacts customer satisfaction. Research data were collected through questionnaires, involving 96 respondents. The results of the study are expected to assist both management and customers. Service quality and marketing mix have a significant influence on customer satisfaction. Multiple regression analysis results show the influence of independent variables on the dependent variable, hypothesis testing, and validity and reliability tests. Quantitative analysis using multiple regression analysis was employed to determine the influence of independent variables on the dependent variable. This indicates that a good marketing mix and service quality are necessary to enhance customer satisfaction

Pengaruh Kualitas Pelayanan dan Bauran Pemasaran terhadap Kepuasan Pasien Rumah Sakit Lira Medika Karawang

At the beginning of its development, the hospital was an institution that functioned for social purposes, but with the existence of private hospitals, the institution was more referred to as an industry engaged in the field of health services by carrying out management based on business entity management. As a business entity, hospitals must be able to create loyalty from patients. The aim of creating patient loyalty is that hospitals can provide a medical experience, improve service quality, and survive in intense competition between hospitals. This research aims to determine the effect of service quality and marketing mix on patient satisfaction at Lira Medika Karawang Hospital. This research uses quantitative methods, explanatory positivistic approach, and cross sectional study design. The population in this study were 9,496 patients. The sample was selected based on random sampling technique with 100 patients. Data collection is done by filling out a questionnaire. Data analysis techniques were carried out using univariate, bivariate and multivariate methods with linier regression. The research results show that partially service quality has a positive and significant effect on patient satisfaction. Marketing Mix has a positive and significant effect on patient satisfaction. Service quality and marketing mix simultaneously have a positive and significant effect on patient satisfaction at Lira Medika Hospital Karawang. The test results of coefficient of determination obtained value R2 = 0,225, meaning that the effect/contribution service quality to patient satisfaction was 22,5%. The test results of coefficient of determination obtained value R2 = 0,254, meaning that the effect/contribution marketing mix to patient satisfaction was 25,4%. The test results of coefficient of determination obtained value R2 = 0,16, meaning that the effect/contribution service quality and marketing mix to patient satisfaction was 16,0%.

The Influence Of Marketing Mix And Brand Awareness On Banking Customers' Interest In Using Home Ownership Credit Services

The purpose of this study is to ascertain whether social influence, brand awareness, and sharia marketing mix influence the choice of sharia house ownership financing. Customers who select Sharia KPR items make up the research population. Purposive sampling was the method of sampling employed by the researchers. 100 persons were chosen as the sample size by the researchers. In this study, a questionnaire was utilized as an instrument by the researcher to collect the required data. In this study, the researcher used a quantitative research methodology. data interpretation and analysis with SPSS 23.0 software. The analysis results indicate that the three variables studied, namely social, brand awareness, and sharia marketing mix, significantly influence the decision process for selecting sharia bank customers. Brand awareness also has a significant effect, with a significance level of 0.000. Likewise, the sharia marketing mix variable also has a significant impact. In addition, the F test results show that simultaneously, social variables, brand awareness, and the sharia marketing mix have a significant influence on the decision process for selecting sharia bank customers, as evidenced by the F value of 35.5. These findings illustrate that the combination of these factors as a whole has a strong role in shaping customer preferences for Islamic banking products or services. The author suggests that future research add other variables so that this research can further develop for the academic world in the future. So in this case, it is hoped that the bank needs to understand the social conditions of the target market as a form of marketing research to win the sharia banking market share. Can increase brand awareness in the community to win market share.

Strategi Pemasaran dalam Meningkatkan Daya Saing Usaha Keripik Usus Mardha Desa Badrain Kecamatan Narmada Kabupaten Lombok Barat

The background of this research is the existence of sharp competition between companies, both because of the increasing number of competitors, increasing product volume and rapidly increasing technological developments. This forces companies to pay attention and know what kind of marketing strategy is implemented by the company. The focus is this study was to describe the implementation of the marketing strategy of the intestine Mardha Chips Business in increasing competitiveness and the impact of the marketing strategy implementation by the intestine Mardha Chips Business. This study used qualitative descriptive type approach. Data collection methods used were observation, interview and documentation methods. The results of this study indicate that (1) Mardha Intenstinal Chips Business used a good marketing strategy, namely by conducting market segmentation, target market, market position and marketing mix which includes product strategy, price strategy, location and distribution strategy, and promotion strategy; (2) The marketing strategy implemented by Mardha intestine Chips Business has had positive impacts including increasing sales, adding value to the family economy, prodiving satisfaction to consumers with quality product and affordable prices and expanding market share.

THE ANALYSIS OF SERVICES MARKETING MIX ON STUDENTS' DECISIONS IN CHOOSING UNIVERSITAS MUHAMMADIYAH SIDOARJO

In a highly competitive market, companies and service providers, especially those in higher education, may experience frequent shifts in consumer preference. The marketing mix strategy of the 7Ps, which consists of promotion, product, place, price, people, process, and physical evidence, can have a significant impact on a student's decision to choose a university. This study used a descriptive quantitative research method, utilizing a Likert scale survey distributed to 89 respondents. The survey measured variables such as promotion, product, location, price, people, process, and physical evidence. Multiple regression analysis was conducted, and the F-test and t-test were used with a 90% confidence level and a value of ὰ = 0.05. The regression coefficient of determination revealed that the independent variables explained 68.7% of the dependent variable (student decision). The variable of people had the highest value of 0.689 on the standardized coefficient, making it the most influential among the independent variables. The study concluded that the 7P marketing mix variables, particularly promotion, product, location, people, and physical evidence, positively and significantly impact a student's decision to choose Universitas Muhammadiyah Sidoarjo.

Strategi Komunikasi Pemasaran Hotel dalam Meningkatkan Angka Okupansi: Studi Kasus Hotel Yasmin Karawaci Pasca pandemi Covid-19

Life after the Covid-19 pandemic has started since the middle of 2022. The impact of the Covid-19 pandemic has brought losses to business people, one of which is hotel services, which can be said to be the first to be affected by the Covid-19 pandemic and experience delays in recovering it. This research aims to find out the marketing communication strategy carried out by Hotel Yasmin Karawaci in increasing the occupancy rate after the Covid-19 pandemic. Having been used as a quarantine place for Covid-19 isolation patients for 2 years, the Yasmin Karawaci Hotel had to rise again to increase hotel occupancy rates and convince guests and potential guests that the hotel was free from the spread of Covid-19. To explain this situation, researchers use qualitative methods. The results obtained are that Yasmin Karawaci Hotel has carried out a good and effective marketing communication strategy in increasing hotel occupancy rates which refers to the "marketing communication mix". By implementing this strategy to attract guests and potential guests who want to stay at the hotel, it is evident that the number of guests has increased gradually. To overcome the obstacles experienced in implementing the post-pandemic Covid-19 marketing communication strategy, Hotel Yasmin Karawaci always conducts evaluations with hotel staff and employees.

Positioning for Success: An Analysis of Marketing Strategies used by Private Schools in Coimbatore, India

The marketing techniques used by private schools in Coimbatore, India, are examined in this study. Private schools are using more marketing strategies to draw students as the focus on parental choice in education grows. The study looks at the particular components of the marketing mix that these schools use, such as place (distribution channels, school location), pricing (fee structure, scholarships), and product (curriculum, facilities) and promotion (advertising, open houses). The effectiveness of these tactics in influencing parental choice of school and decision-making is examined in this study. A combination of surveys, interviews, and focus groups with parents, school administrators, and marketing staff will probably be used in the study process. The results will help to clarify the competitive marketing environment of Coimbatore’s private education sector and offer insightful guidance to school directors looking to maximize their marketing expenditures.

Pemberdayaan Usaha Mikro Produk Rumput Laut

Based on the program of the Ministry of Maritime Affairs and Fisheries, namely Indonesia, the largest producer of marine and fishery products in 2015, empowerment activities were carried out for the people of Kemadang Village. This was done, because the geographical condition of Kemadang Village is close to Kukup beach, Baron beach and Krakal beach. Natural resources used are sea lettuce (seaweed). These natural resources will be processed into processed food products. However, the people of Kemadang Village have not done marketing well. Therefore, it is necessary to empower the people of Kemadang Village with a marketing mix approach (product, price, place and promotion) to produce a good marketing strategy. The empowerment activity was attended by 40 people from Kemadang Village, of which 72.5% were female and 27.5% were male. To test the level of understanding in this activity, questionnaires were distributed before and after the empowerment activities were carried out. The results obtained are that there are 24-28 people who attend this activity who understand the material presented.

Analisis Pengembangan Usaha Kuliner Sebagai Peluang Usaha Rumahan di Desa Lau Gumba

This research shows that culinary businesses, especially tanghulu strawberries, can increase business opportunities and the family economy in the application of the 4P marketing mix development strategy which includes strategies through products, namely producing products from local products, using traditional bamboo skewer equipment, not using food preservatives. Strategy through price, namely by setting prices according to the quality of the products produced and the market area. Furthermore, the promotion strategy is sales promotion by using banners, placing brand signs in front of the house, placing brand name stickers on the packaging, and selling directly to buyers. Furthermore, the distribution place strategy is to distribute culinary businesses directly to consumers. As for the obstacles faced by home-based entrepreneurs, where internally seen from the financial aspect, the capital used still comes from business owners, from the human resources aspect, namely the lack of knowledge about marketing methods and technology utilization. Furthermore, the infrastructure used is still very simple and traditional. While externally there is competition among home-based culinary business entrepreneurs.

Influence of Marketing Mix and Consumer Attitudes Regarding Purchase Decisions Through Brand Image As a Mediating Variable to (Kentucky Fried Chicken Lampung)

The research was conducted to determine the effect of the marketing mix on purchasing decisions, consumer attitudes towards purchasing decisions, marketing mix on brand image, consumer attitudes towards brand image and brand image mediating the marketing mix and consumer attitudes towards purchasing decisions, this research uses the SEM analysis tool- This PLS research is quantitative with a sample size of 387 with Stratified Random sampling. The empirical findings obtained are that the Marketing Mix is ??Positive and Significant to Purchasing Decisions at KFC in Lampung Province, which means that the Marketing Mix increases, which will increase purchasing decisions. Positive and Significant Consumer Attitudes towards KFC Purchasing Decisions in Lampung Province, can be interpreted as increasing Consumer Attitudes. this will increase Purchasing Decisions. The Marketing Mix is ??Positive and Significant to the brand image at KFC Lampung Province, which means that an Increased Marketing Mix will Improve Brand Image. Consumer Attitudes are Positive and Significant towards the Brand Image at KFC Lampung Province, which can be interpreted as increasing Consumer Attitudes which will increase the brand image of the Marketing Mix in the Mediating of Brand Image towards Positive and Significant Purchasing Decisions, which can be interpreted as Brand Image being able to mediate the Marketing Mix in purchasing decisions at KFC Lampung Province. Consumer attitudes mediated by brand image can be interpreted as positive and significant purchasing decisions, it can be interpreted as brand image being able to mediate consumer attitudes towards purchasing decisions at KFC Lampung Province.

Study of the influence of consumer trust factors and the marketing mix on consumer value and consumer loyalty

Object: The aim of the study is to determine the importance of consumer trust in value creation and to study how consumer trust influences their purchase decision and consumer loyalty.
 Methods: As it is shown in the scientific literature, several methods are used when writing a research paper, which are classified as field and desk, quantitative and qualitative. Typically, one or both of these may be used in a study. Depending on the purpose of our work in our study, at the first stage, we analyzed second-order information based on desk research. It was used to review scientific articles relevant to the topic of a previously published study. At the second stage of the study, we conducted an opinion poll using the method of quantitative research. The survey was conducted on the basis of a conceptual model and measuring scales of previous studies. To test the questionnaire developed for the survey, a pilot survey was organized for 40 respondents.
 To get answers to questions about who was conducted in research, how many of them should be, and how to se lect them, we conducted a selection using sources of scientific literature.
 Findings: The value of the study is specific, the significance of the work lies in the fact that our study considers the chain of consumer value creation in the production and sale of food products and involves the measurement of con sumer value in this chain based on factors that form consumer beliefs. In this regard, it complements the studies carried out so far on the problem of creating customer value.
 Conclusions: The results of the study can be considered when forming a chain of consumer value creation in the marketing activities of sausage manufacturers.

Analysis of The Influence of the 7p Marketing Mix on Consumer Loyalty Shipping Services Company

This study aims to determine and analyze the effect of the 7p marketing mix on consumer loyalty at the delivery service company (JNE) in Lhokseumawe city and to find out which JNE service factor has the most dominant effect on consumer loyalty at the JNE delivery service company in Lhokseumawe city. The object of this research is consumers who have used or are using JNE shipping services. The sample used amounted to 100 respondents. The sample data collection technique used is a questionnaire. The author distributed questionnaires to 100 JNE consumers in Lhokseumawe city. The distribution of questionnaires that have been carried out by the author gets the results of the study, namely, partially the product variable (X1), price variable (X2), location variable (X3), promotion variable (X4), people variable (X5), service delivery process variable (X6), and phsycal evidence variable (X7), has a positive and significant effect on the loyalty of JNE consumers in the city of Lhokseumawe, with the most dominant variable affecting the loyalty of JNE consumers in the city of Lhokseumawe, namely the phsycal evidence variable (X7). The simultaneous testing in this study results in that the product variable (X1), price variable (X2), location variable (X3), promotion variable (X4), people variable (X5), service delivery process variable (X6), and phsycal evidence variable (X7), have a positive and significant effect on customer loyalty at JNE delivery service company in Lhokseumawe city. Keywords: product, price, location, promotion, people, process, physical evidance, consumer loyalty

SWOT Analysis Based on A Marketing Mix to Optimize Marketing Strategy Al-Qur'an Learning Services

This study aims to describe how SWOT analysis based on the marketing mix is used in Qur'anic instruction at MI Islamiyah Jombang. This research answers: 1) How does SWOT analysis based on marketing mix place the quadrant of Al-Qur'an learning? 2) How can the SWOT analysis results based on the marketing mix optimize the marketing strategy of Al-Qur'an Learning? The results showed that TPQ Al-Ichsany became part of the business unit strategy managed by MI Islamiyah Jombang to serve Qur'anic learning. The analysis of the total IFAS score for strengths is 3.025, and for weaknesses is 1.122. The EFAS score for opportunities is 2,392; for threats, it is 1,012. The position of Al-Qur'an learning at MI Islamiyah Jombang is in Quadrant I (+,+). Al-Qur'an learning is in excellent and steady condition. A marketing services strategy was used to support the aggressive growth policy. Intensive strategies through market penetration and market development are strategies to expand, enlarge growth, and seize maximum opportunities for the continuous progress of Qur'anic education.

Marketing performance improvement strategy in lending KUR at ABC bank XYZ branch office

Marketing performance is one of the important indicators of the success of companies including the banking industry in achieving the expected goals and targets. Increasingly fierce business competition in the industry has an impact on the difficulty in achieving the targets set at Bank ABC XYZ Branch Office, especially in the distribution of People's Business Credit in the region. The purpose of this study is to design strategies to improve marketing performance in KUR lending at Bank ABC XYZ branch. This research uses a mix method approach. Quantitative approach to analyze the relationship of the 7P marketing mix to marketing performance in KUR lending. While the qualitative method is designing marketing strategies through SWOT analysis. Sampling using census and purposive sampling. The census technique was used in the quantitative method, namely all employees of the KUR credit marketing section, totaling 65 people. Meanwhile, the purposive sampling technique was used in the qualitative test by interviewing two informants who served as managers and worked for more than 3 years in the KUR distribution section. The quantitative data analysis method was tested statistically using Smart PLS with a P-Value criterion ≤ 0.05. Meanwhile, the qualitative data analysis was tested descriptively qualitative. The results showed that Place; Promotion; People; Process; and Phsycal evidence had a significant effect on marketing performance. However, Product and Price proved to have no effect on marketing performance. The results showed that the strategic position in KUR lending is in quadrant 1, namely the company must carry out an aggressive strategy. Aggressive strategies that need to be carried out are by improving digital-based services that are more flexible both in simplifying the credit process and the potential customer feeder process; providing training, development and digitization to employees; conducting socialization and training on digital technology to customers and prospective customers at the work unit location; optimizing the KUR distribution quota to MSMEs through internal marketing communications including company groups and external parties; and building KUR corners for education and promotion in markets and keluharan offices that have not been reached.

Analyze the Factors Influencing Purchase Intention at PT MPI Cikarang Indonesia

This study aims to identify the factors that influence the purchase decision of car components at PT Multi Pratama Interbuana Cikarang, West Java. The factors used in this study were built from the dimensions of the marketing mix, namely Product, Price, Place and Promotion. This research is a quantitative study with factor analysis and descriptive analysis through the help of the PASW Statistics 18 statistical program. This research method used the entire population because only 42 respondents at PT Multi Pratama Interbuana Cikarang, Bekasi, West Java who met the requirements of the population and sample. Sources of data used in this study is primary data. As the results of the research, it was found that the factors those shape purchase decisions at PT Multi Pratama Interbuana Cikarang, West Java are the Price Conformity factor, the Easy Access factor, and the Prod- uct Quality factor.

Analysis of the Implementation of Islamic Values and Islamic Marketing Mix Case Study at Lor Internasional Hotel Syariah Solo

This study aims to determine whether Lor Internasional sharia hotel solo applies Islamic values and Islamic marketing mix. The application of Islamic values and the Islamic marketing mix is starting to be widely applied by Muslim business people, because Muslims are starting to realize the importance of sharia-based hotels to avoid unwanted things such as murder, drugs, illicit transactions and adultery. The approach in this research uses descriptive qualitative, data collection by observation in Islamic hotels in Solo, and conducts interviews with employees, consumers, and documentation. The results showed that Lor internation- al hotel syariah solo has implemented Islamic values in the form of tauhid values, khilafah, worship, and ihsan that have been implemented. And has fulfilled the Islamic marketing mix which includes products, prices, promotions, places, people, processes and physical evidence that have been implemented, but it has not fulfilled the requirements for the application of the Islamic marketing mix at Islamic prices (prices) and Islamic promotions (promotions), because of the application of Islamic prices in Islamic hotels in Solo there are still prices that are not transparent and the implementation of Islamic promotions at Islamic hotels in Solo is still misleading. Therefore, Lor international hotel sharia solo must maintain the Islamic values that have been implemented, and improve the Islamic marketing mix that has not been implemented properly in order to survive in the long term and continue to develop.

Marketing Mix Strategy in Bojong Karnival Tourism Attraction for Increasing Visiting Interest

This research aims to analyze the Marketing Mix at the Bojong Karnival tourist attraction to increase Visiting Interest. This research data uses primary and secondary data. The data analysis technique uses SWOT analysis with the IFAS and EFAS matrices. The results of this study show that the identified marketing mix on Bojong Carnival tourist attractions has been implemented. Marketing mix that has been implemented are products, prices, places, promotions, physical evidence, people, and processes. The IFAS Matrix shows a scor 3,06 from the total strength-weakness factors, while the EFAS Matrix shows score 2,92 from the total opportunity-challenge factors. The scors from the IFAS Matrix is used as the x and the value from the EFAS Matrix is used as the y in the IE Matrix which shows the marketing mix of Bojong Karnival located in cell IV, described as Growth and Build. SWOC matrix shows that Bojong Karnival's position is in Quadrant 1, which means it is in a strong position and has opportunities. The Strength, Weakness, Opportunity, and Challenge matrix is used as a tool to create a development model for marketing mix strategies by looking at 4 alternative strategies, SO Strategy, WO Strategy, SC Strategy, and WC Strategy to increasing interest visiting in Bojong Karnival.

Examining the Influence of Marketing Mix on Retailer Brand Awareness: A Focus on Detergent Products

The research seeks to examine how the components of the marketing mix affect brand awareness within the detergent industry, with a specific focus on 233 retail outlets situated across Chennai, Sivakasi, and Tuticorin. Utilizing a structured questionnaire, data was collected on brand awareness of detergentsamong these retailers. The primary objective is to analyze brand awareness levels while identifying factors influencing detergent awareness. Factors such as product, price, promotion, service, and distribution channels are examined. Retailer perceptions towards various detergent brands, notably Surfexcel and Matic Liquid, were assessed. Matic Liquid emerged with the highest sales volume among detergent products. Statistical tools including Chi-square, weighted average, and Multiple Regression were employedfor analysis. The research underscores the significance of understanding retailer perspectives in the context of intensifying market competition and evolving technology. Theoretical frameworks and analytical methodologies are elucidated to provide a comprehensive understanding of the business environment. The study also delves into strategies for overcoming competitive challenges faced by Surfexcel in the dynamic detergent market. Statistical software SPSS facilitated data analysis, incorporating tests like Chi-square, weighted average, and Multiple Regressions. In summary, the research presents insights into brand awareness dynamics among retailers, delineating key factors influencing brand perception in the detergent industry. The findings inform strategic decisions aimed at enhancing market presence and mitigating competitive pressures.

The mediating effect of perceived value on customer loyalty of BMT NU East Java

Purpose – The purpose of this research is to analyze and examine the effect of Islamic marketing mix, service quality, and product quality on BMT customer loyalty, with perceived value as a mediating variable.Methodology – This study is a quantitative research with 200 samples of BMT NU East Java customers. It uses non-probability sampling, and data collected will be analyzed with the help of SPSS software to obtain statistical correlation and regression techniques (validity test, reliability test, classic assumption test, path analysis, t-test, and trimming test).Findings – The results show that service quality and product quality have a significant effect on perceived value and customer loyalty, while the Islamic marketing mix has no significant effect on perceived value and customer loyalty. Meanwhile, perceived value has a significant effect on customer loyalty. Perceived value can mediate the Islamic Marketing mix, service quality, and product quality variables in customer loyalty.Implications – This research provides input for related parties, especially BMT NU East Java and every further Islamic financial institution, to optimize services and financial products to get more attention from customers, both new customers and old customers.Originality – There is no research that discusses microfinance (BMT NU) using perceived value, product quality, service quality, and Islamic marketing mix as variables. These variables are variable that have most effect on loyalty of microfinance’s consumers.

Digital Marketing Development Strategy of Cocoa Products

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market. Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs). Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market. Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.