Marketing Promotion Research Articles

Investigating the management challenges of the EU Ecolabel through multi-stakeholder surveys

The EU Ecolabel is a voluntary scheme that aims to reduce the overall environmental impact of organisations to boost sustainable consumption in the marketplace and facilitate a transition towards a more circular economy. The main issues connected with the management of this scheme have been rarely investigated in literature. This study aims to analyse the main managerial and technical challenges linked with the EU Ecolabel such as drivers, barriers and benefits, uptake, monitoring, product portfolios and other criteria. We addressed this literature gap by administering multi-stakeholder surveys including consumers, Licence Holder’s and Non-Licence Holder’s companies, policy-makers and other main relevant organisations obtaining 442 responses. The analysis indicated the market drivers and benefits for Licence Holders, but recognised that increasing the marketing promotion of the scheme and boosting its synergies with other EU policies would attract Non-Licence Holders, which also claimed the narrowness of the EU Ecolabel portfolio as the main barrier for its adoption. Our results also confirmed the lack of demand for products bearing the EU Ecolabel, although stakeholders recognised a higher demand for environmentally friendly products. Our results pointed out the lack of a marketing/communication policy coordinated at the European level and the lack of an adequate monitoring system of the performance. Health/well-being products were recommended as main future EU Ecolabel products, while services and business to business products were not advised. Our findings provided new insights on the issues connected with the management of an ecolabelling scheme that can be useful for academics, practitioners and policy-makers. We also provided recommendations for policy makers to develop a heterogeneous (but not too broad) portfolio, with a focus on consumable goods with a health/well-being connotation, to strongly increase the promotion of the EU Ecolabel at all levels and to accelerate harmonisation with other EU policies, especially Green Public Procurement. Future research may investigate the EU Ecolabel awareness by investigating consumers’ perception in the EU context or may focus on regulatory reliefs that help to boost the adoption of the EU Ecolabel.

Business Operation Approach of Small and Medium Enterprise in Pathumthani Province

The purposes of this research are to study; 1) The importance level of factors lead to the business operations approach of SMEs 2) The characteristic of SMEs. 3) The relationship between the characteristic of SMEs and the importance level of factors lead to the business operations approach of SMEs. 4) Business operation approach of Small and Medium Enterprise in Pathumthani Province. Research via quantitative methodology. Data were collected from the executive or owner of SMEs in Pathumthani Province, by accidental sampling of 385 respondents of unknown exactly population. The research instrument were questionnaires. The data were then analyzed by computer software packages, statistic treatments were frequency, percentage, means, standard deviation, and ranking, Pearson Correlation, and Multiple Regression at statistical significance level of .05 The results of the research were as follows: 1) Overall the importance level of factors lead to the business operations approach of SMEs in Pathumthani Province were at of a high importance level, raked by CV (Covariant) respectively were: Technology Development and upgrading of firms' technology, Innovation and information technology, Products, Distribution and supply chain, Business Environment, Price, Government promotion, Market promotion. 2) Overall and individual of the characteristic of SMEs in Pathumthani Province were at of a high importance level, raked by CV (Covariant) respectively were Average total turnover per year, .Amount of employees, SMEs business operation.3) There were moderate relationship level between the characteristic of SMEs and the importance level of factors lead to the business operations approach of SMEs in Pathumthani Province. 4) Business operation approach of Small and Medium Enterprises in Pathumthani Province = was 0.783 Government promotion, was 0.775 Innovation, was 0.771 Technology Development and upgrading of firms' technology, was 0.702 Distribution and supply chain, was 0.681 Products, was 0.641 Price, was 0.421 Market promotion. (R square = 0.851)

Sosialisasi Tata Cara Promosi Kepada Pelaku UMKM Di UP2K Lanjung Uma, Kelurahan Alalak Utara, Kecamatan Banjarmasin Utara, Kota Banjarmasin

This community service took the topic of the Socialization of Promotion Procedures to MSME Players at UP2K Lanjung Uma, Alalak Utara Village, North Banjarmasin District, Banjarmasin City. The implementation of this community event is by providing socialization on the procedures for business promotion. The goal is that MSMEs at UP2K Lanjung Uma, Alalak Utara Village, North Banjarmasin District, Banjarmasin City, can increase the percentage of sales. This community service program funded by STIE Indonesia Banjarmasin is Rp. 5,000,000. The first week of implementation stages, the location survey at UP2K Lanjung Uma. The second week, held an interview about business motivation and entrepreneurship. The fourth week, provides counseling about, determining market segments and promotion procedures. The fifth week of evaluation of outreach and training. The results of the activity team's observations, first obtained that the training and guidance participants understand marketing management especially the process / quality of production, promotion, packaging and health. Second, the participants can determine target consumers. Third, the quality of their production participants is maintained and the waste does not damage the environment. Fourth, media promotion with online social media. Fifth, providing facilities and infrastructure, such as glass cabinets or storefronts so that it is easier to display products.

ESCО IN THE FIELD OF HOUSING AND COMMUNAL ECONOMY OF MODERN UKRAINE: EXPERIENCE AND PROSPECTS

The article highlights and summarizes the experience of ESCOs in the field of housing and communal services of modern Ukraine and identifies further theoretical and practical prospects for its improvement and development. The main conditions for the development of ESCOs in modern Ukraine are clarified. Ways to increase the level of energy efficiency and energy saving in the field of housing and communal services of modern Ukraine are proposed. The potential of energy saving in modern Ukraine is revealed. Further, prospects for the improvement and development of energy services and ESCOs in the field of housing and communal services of modern Ukraine are identified. The current concept of ESCO is given. The concept of energy service and the essence of the concept of energy service are revealed. ESCOs have been identified - barriers (budgetary, economic, institutional, motivational, technical, financial) that need to be addressed by law. Manifestations of unscrupulous behavior of energy service providers at the stages of implementation of the ESCO mechanism have been clarified. Prerequisites and tools for influencing the unscrupulous behavior of energy service providers are identified. Areas for improving the regulatory framework for ESCOs (access to finance, incentives for investment, coordination of supply and demand, promotion of the ESCO market), recommendations for further steps for each of the identified areas. Models of ESCO mechanism are described (widespread - classical, innovative - deepened partnership, perspective - ESCO - energy management). The content of the project on thermal modernization and energy efficiency measures in the buildings of housing and communal services (project goals, main measures, sources of funding, efficiency) is revealed. Keywords: state regulation, public administration, energy efficiency, energy saving, energy saving (energy efficient) measures, energy service, ESCO, ESCO barriers, ESCO mechanism, housing and communal services, models of ESCO mechanism, thermal modernization projects.

Analysis of Honey Value Chain and Marketing System: The Case of Smallholder Beekeepers in Negele Arsi District of Oromia, Ethiopia

The study was conducted in Negele Arsi district, West Arsi Zone, Oromia, Ethiopia to identify honey value chain actors, functions, services providers, major constraints and opportunities of beekeeping. Quantitative and qualitative data was collected by desk research, observations, survey and interview with different actors in the chain. The collected data were analyzed using descriptive statistics such as percentages, frequencies, mean and standard deviations using SPSS version 19 and Excel sheets. Whereas, the data collected through interview was analyzed using narration and interpretation. The value chain map was used to get the clear picture of the whole honey market chain and SWOT analysis tool was used to analysis the strength, weakness opportunity and threat of the beekeeping sector in Negele Arsi district. The study result showed that, the major value chain actors in the study district were producers, local collectors, wholesalers, retailers, local drink makers and final consumers of the product were the main chain actors, while Negele Arsi livestock development and fisher resource office, Adami Tulu Agricultural Research Center, IDE (International Development Enterprises) and SNV Ethiopia were the main chain supporters and service providers. Six main alter native market channels were identified for honey marketing and honey follows the six main routes from the point of its production to its consumption. The major constraints of beekeeping identified in the study district were inaccessibility to beekeeping equipments, inadequate of beekeeping knowledge and skills, shortage of bee forage, prevalence of honeybee pests and predators, lack of organized market channel, pesticides poisoning, lack of adequate extension services, honeybee colony absconding and migration and shortage of honeybee colony. Despite these, there are also opportunities such as availability of area closures, high demand for honey at national, regional and international market, presence of government and non-government organizations working on honey, the existence of conducive policy framework in apiculture sub-sector, existence of farmers with indigenous knowledge and skills who are interested to accept improved technologies, existence of reforestation plan and existence of different flowering plants are some of the opportunities for honey production and marketing by most of the producers. Therefore, efforts should be geared to promoting capacity building through training, promoting modern apiculture technologies, access extension service, access to financial support and market promotion and establishment of beekeepers cooperatives are recommended.

Commercial products of aonla fruits, increasing the value addition

Present time need to more and emphasize supply of food for fulfill the increasing demand of food for the large population of the world. The value-added products of aonla are rich source of fiber, vitamins, minerals, anti-oxidants and have therapeutic values along with the medicinal values. However, they play an important role for the supply in sufficient amount of vitamins and minerals to meet the daily requirement of healthy human body. Development of value-added products of aonla like dried and dehydrated fruits, ready-to-serve, squash, candies, pickles and powders and condensed fruit juices provide enterprises for the peoples through the made big industries for the processing. Demand for aonla fruit value added products and profits could be increased through formation of small self-help groups one their training station. However, still awareness on benefits, their addition and market promotion is required.

Green purchase intention: The power of success in green marketing promotion ,

The development of green marketing has received the attention of various levels of business around the world. The promotion of green marketing is now shaping all business sectors' practices, including the property industry. Yogyakarta is one of the cities whose industry has been developing so fast. This study explored green purchase intention to succeed in green marketing promotion. It examined how the relationship between green purchase intention with the variables supporting it and measuring its value. This research was completed with two methods: identifying the relationship between the green purchase intention variables (endogenous) with variables and their indicators (exogenous) that affect the value of green purchase intention. The identification using structural equation modelling. While the measurement of green purchase intention values was carried out using a dynamic system simulation. The data was collected through the survey method on 400 sample sizes. The results obtained, a significant relationship between 4 exogenous variables and the endogenous variable and also obtained some prediction value per unit time.

Ensuring of Consumer Choice Ecologization on the Basis of Consumption Safety: International Experience for Ukraine

The article is devoted to the disclosure of the results of the study of threats to the environment, sustainable development and consumption safety that arise in the process of consumption. The problems of formation of the environment which promotes growth of ecological demand in Ukraine in comparison with other states are analyzed. Factors of internal, external and situational influence on consumer choice at each stage of consumption (awareness of needs, search for information, evaluation of alternatives, purchasing, use and utilization) are investigated. The main of them such as values, culture of consumption, marketing (promotion), level of development of institutional base (legislation, social norms) are established and their optimal level in conditions of uncertainty is proved. Conclusions are made on the basis of using methods of office research, sociological survey, modeling on the basis of fuzzy logic with the use of expert assessments. The leading role of the factor of internal influence, which covers human values that can be improved by raising the educational and cultural level of the population, which is undoubtedly related to income is proved.

ЕКОЛОГІЧНА КОМПОНЕНТА СТРАТЕГІЇ СТАЛОГО РОЗВИТКУ ГОТЕЛЬНОГО ПІДПРИЄМСТВА

There is a tendency in the world to preserve natural resources, because they are not limitless and exhaustible. Therefore, the strategy of sustainable development of the hotel industry, whose main activity is aimed at conserving natural resources - is a highly profitable business that can provide a significant contribution to the growth of gross domestic product at relatively low cost and short payback period. The aim of the article is to study the impact of the hotel industry on the natural and socio-cultural components of the environment. Identification of trends in the interaction of systems in accordance with modern concepts of sustainable development. It is substantiated that the concept of sustainable development of the tourism industry focuses on three aspects: economic, environmental and socio-cultural. It is established that hotels that use the strategy of sustainable development seek to reduce their impact on the environment through measures such as energy conservation, waste reduction and water conservation. In addition, hotels appeal to the environmental awareness of their guests, urging them to reuse towels and refrain from using disposable amenities. It has been proven that by implementing these measures, hotels contribute to the preservation of the environment and sustainable development, while attracting travelers who support this concept. Solutions already in use around the world include façade photovoltaic modules that convert high-rise walls into solar power plants. Energy savings can be achieved with modern full-fledged heating systems that use solar energy or other renewable energy sources. Ukraine is trying to use the rich resources of high-quality geothermal water. It is determined that the main directions of implementation of sustainable development strategies by hotel enterprises with an emphasis on eco-innovation in Ukraine are: development of modern tourist information infrastructure and hospitality industry; marketing promotion of exclusive eco-oriented hotel products on the Ukrainian and international tourist markets; improving the level of service and quality of hotel services; educational activities and scientific and educational support for the sustainable development of the industry and the activities of resorts; intensification of sustainable development of domestic hotel enterprises.

Marketing promotion strategy of liquid foundation products based on university market -Taking CHCEDO as an example

This article takes CHCEDO as an example to analyze the marketing promotion strategy of the foundation liquid products. From the two perspectives of industry background and market demand, we explore the marketing promotion strategy of the foundation liquid products in Colleges and universities. Finally, we summarize the academic marketing theory model of the liquid foundation products, and provide suggestions for developing the online and offline marketing of the powder liquid industry enterprises in Colleges and universities.

Augmented Reality Katalog Penjualan IT Hardware Pada PT. Unibless Menggunakan Algoritma MSER (Maximally Stable Extermal Regions)

Pada era digital saat ini, berdasarkan banyaknya persaingan bisnis untuk menarik konsumen yang masih menggunakan promosi melalui brosur ataupun website, maka dengan munculnya teknologi Augmented Reality (AR), pengusaha bisnis terutama dibidang IT Hardware dapat mengadopsi teknologi AR dalam pemasaran produknya. Teknologi tersebut dapat menampilkan objek 3 dimensi secara nyata, sehingga konsumen dapat melihat model IT Hardware lebih interaktif dan menarik. Dalam mendukung pengembangan AR, penelitian ini menggunakan algoritma MSER (Maximally Stable Extremal Regions) yang diidentifikasi sebagai salah satu penangkap citra terbaik karena ketahanannya terhadap perubahan sudut pandang, skala atau pixel, dan pencahayaan, serta sensitif terhadap citra yang kabur dengan pengujian berdasarkan kerapatan pixel menurut intensitas, dari segi akurasi tingkat pembiasan cahaya, dan juga kecepatan munculnya objek 3D berdasarkan jarak saat membaca marker. Dengan demikian peneliti mendapatkan hasil uji yang sesuai bahwa semakin rapat pixel maka semakin sempurna objek AR akan tampil, dan juga dengan intensitas cahaya yang cukup dan jarak yang sesuai, maka objek pun akan semakin mudah untuk tampil sempurna. Hasil dari penelitian ini menghasilkan suatu aplikasi yang berjalan pada platform android sebagai salah satu penunjang dalam promosi pemasaran produk IT Hardware dengan cara yang lebih interaktif, karena penggunaan AR dengan algoritma MSER ini sangat membantu perusahaan untuk lebih jelas memberikan secara rinci dan detail mengenai spesifikasi objek 3D dari suatu produk yang ingin dijual tanpa membawa produk tersebut, dan juga dapat membantu konsumen untuk melihat produk yang dipasarkan oleh penjual atau perusahaan lain sehingga konsumen akan tertarik untuk membeli produk IT Hardware dari PT. Unibless.

Fishery reforms for the management of non-indigenous species

Marine ecosystems are undergoing major transformations due to the establishment and spread of Non-Indigenous Species (NIS). Some of these organisms have adverse effects, for example by reducing biodiversity and causing ecosystem shifts. Others have upsides, such as benefits to fisheries or replacing lost ecological functions and strengthening biogenic complexity. Stopping the spread of NIS is virtually impossible and so the societal challenge is how to limit the socioeconomic, health, and ecological risks, and sustainably exploit the benefits provided by these organisms. We propose a move away from the notion that NIS have only negative effects, and suggest a turn towards an Ecosystem-Based Fishery Management approach for NIS (EBFM-NIS) in the Mediterranean Sea, the world's most invaded marine region. A structured, iterative, and adaptive framework that considers the range of costs and benefits to ecosystems, ecosystem services, and fisheries is set out to determine whether NIS stocks should be managed using sustainable or unsustainable exploitation. We propose fishery reforms such as multiannual plans, annual catch limits, technical measures for sustainable exploitation, and legitimization of unlimited fishing of selected NIS and introduction of a radical new license for NIS fishing for unsustainable exploitation. Depending on local conditions, investment strategies can be included within the EBFM-NIS framework to protect/enhance natural assets to improve ecosystem resilience against NIS, as well as fishery assets to improve the performance of NIS fisheries. Examples of the former include the enhancement of Marine Protected Areas, harvesting of invasive NIS within MPAs, and protection of overfished predators and key species. Examples of the latter include market promotion and valorisation of NIS products, development of novel NIS products, and innovative/alternative NIS fishing such as fishery-related tourism (‘pescatourism’). The application of the suggested EBFM-NIS would create jobs, protect and enhance ecosystem services, and help to meet the United Nations Sustainable Development Goal 14: Conserve and sustainably use the oceans, seas, and marine resources for sustainable development.

Agricultura familiar campesina y cadenas cortas agroalimentarias: la Feria Municipal de Yuty – Caazapá (Paraguay)

Las cadenas cortas se consolidaron como uno de los principales mercados para la agricultura familiar campesina, con destaque a las ferias de productores. El objetivo de este estudio es describir y analizar las características generales de la Feria Municipal de Yuty y comprender la importancia de ese espacio para los agricultores y consumidores. Esta investigación empezó con una revisión bibliográfica, análisis de datos secundarios y una investigación previa a cuatro personas que en ese momento estaban ligadas a la feria. Luego, en la siguiente visita a la feria, se aplicó una encuesta a nueve productores (la totalidad de feriantes que estaban en el día) y once consumidores presentes en la feria. Los resultados encontrados indican que la Feria Municipal Yuty tiene una gran importancia entre los productores que comercializan en este espacio, sobretodo porque venden a un precio satisfactorio todos los productos que llevan. Además, la feria es muy relevante para el ingreso de las familias de productores y para el fomento del mercado local. Ya los consumidores van a la feria porque encuentran productos frescos, exclusivos y con precio atractivo, al mismo tiempo que tienen una buena relación con el feriante. En este sentido, la feria de Yuty es una forma de acceso al mercado que beneficia a productores y consumidores, generando procesos más inclusivos de desarrollo y contribuyendo con la seguridad alimentaria y nutricional.

Health-enhancing foods: barriers to consumers' choice in Iran.

Given the growing market for health-enhancing or functional foods in Iran, the consumption rate is low. Identifying and understanding the causes is key for future decisions and interventions in the market. So, the present study was designed to provide this knowledge in Iran. The study was conducted in Tehran, the capital of Iran, between May and September 2014. In total, 105 people participated in this qualitative research, including 40 production/supply/health authority stakeholders and 65 consumer stakeholders (44 housewives and 21 employed women). The sampling strategy was the purposive method with maximum diversity, and snowball sampling was used to identify key stakeholders. The social marketing framework was used for analyzing the participants' views and experiences. To collect data, semi-structured focus group discussions and in-depth interviews were conducted. Data collection and content analysis were performed simultaneously, using MAXQDA® software. Categorization of the findings based on social marketing mix showed that the most important barriers to the consumption of functional dairy products were undesirable sensory and non-sensory characteristics, lack of physical and economic access to the product, the existence of product competitors in the market and inappropriate promotion strategies. Furthermore, personal barriers identified as a new dimension and included lack of knowledge about the product and its benefits, a negative attitude toward the product and personal taste and preference. Understanding these barriers might contribute to design and implement effective and appropriate interventions to increase the consumption of these products among consumers.

Actors’ perceptions of government performance in support of value chain development in marine small-scale fisheries in Kenya

Small-scale fisheries actor’s perceptions of government performance in implementing value chain development functions outlined in policies and laws, are inadequately studied. The present study conducted in Malindi, Mayungu, Mombasa, Shimoni and Vanga in Kenya, sought to address this gap. The study gauged actors’ perception of national and county governments’ performance towards value chain development objectives and factors influencing such perceptions. Data was collected through field interviews targeting 403 actors consisting of fishers, middlemen and small-scale processors at five locations. A five-point Likert scale was used in recording actors’ perceptions. Results show that the national government was rated better than county governments. Provision of equipment and promotion of value addition and fish marketing were rated lowest, while promotion of cooperation and community-level management were rated highest. Geographic factors emerged as most important in influencing actors’ perceptions, while economic factors had no significant influence. Although objectives of the policy and Fisheries Act had not been fully realized, recent comprehensive reforms are likely to address identified shortcomings.

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

The effects of transforming mobile services into mobile promotions

Although practitioners already use mobile devices as a communication channel to reach customers, few studies have explored the factors that can encourage customer loyalty via mobile services. This study focuses on the check-in service, a location-based service that can be integrated into marketing promotions. This study uses expectation confirmation theory and disappointment theory to investigate the relationships between four forms of expectation confirmation, two affective attitudes, and customer loyalty. The data to test the hypotheses were collected from an online survey that provided 485 valid responses. These data were analyzed using partial least squares structural equation modeling. The findings confirm that using mobile services in marketing promotions can lead to customer satisfaction or disappointment and thereby influence word-of-mouth intention and repatronage intention. Our results also suggest the existence of two moderators. Awareness of persuasive intent moderates the relationship between affective attitudes and customer loyalty, while message source moderates the relationship between expectation confirmation and affective attitudes. Our findings contribute to expectation confirmation theory and disappointment theory and have implications for mobile service practitioners.

PROMOSI DAN HARGA PEMASARAN SEBAGAI FAKTOR DASAR UNTUK MEMPERTAHANKAN KEUNGGULAN KOMPETITIF PRODUK PERUSAHAAN PROPERTI. STUDI KASUS: PROPERTINDO WIJAYA PERKASA

The world and human being were changes rapidly against the development of society. Currently, the house is not only interpreted as a place to live individually, but the ownership of the house or land is considered as an investment item in the long run, especially for a middle and upper society which is often used as a benchmark of human welfare. This study was focusing to determine and analyze the marketing promotion and price as a fundamental factor in maintaining a competitive advantage of property company product. Propertindo Wijaya Perkasa was chosen as a case study. This analysis was used two main data which are Questioner as primary data along with company report as secondary data. Based on this study, the Marketing Promotion and Price is the Fundamental Factor to Maintaining A Competitive Advantage of Property Company Product, According to F test obtained that the independent variables (Product Quality, Price, Promotion and Service Quality) significantly influence competitive advantage at PT. Propertindo Wijaya Perkasa. While, based on the partial t-test, it is obtained that the value of t count is greater than t table with df = n-2 obtained by the value of t table = 2.034 (α = 0.05) meaning that the independent variables (product quality, price, promotion and service quality) have a significant effect on competitive advantage for the company. Also, the relationship between the independent variable and the dependent variable, namely there is a strong relationship, with the contribution of the independent variable to the dependent variable of 0.782. The coefficient of determination is 56.00% while 44.00% is influenced by other variables not included in this study.

Strategi Pengembangan Usaha Lebah Madu Kelompok Tani Mau Sigaro Hutan Kemasyarakatan Desa Gamsungi Kabupaten Halmahera Barat

The purpose of this study was to determine the activity of Mau Sigaro farmer group in Gamsungi village and identified internal and external factors that became the strengths, weakness, opportunities, and threats of the honey bee cultivation business, in order to find a good strategy to develop it using SWOT matrix. The result of SWOT analysis showed the strength point was consisted of professional human resorces, received capital assistance, produced a pure honey, and short marketing channel. The weakness of this farmer group was limited opportunity for all the member to join some workshop related to honey bee cultivation, needed more capital assistance to pay the maintenance expense, the price of the product was cheap, using manual technic, and none market promotion. The opportunities identified as the support from the government to the farmer group and it had gained consumer trust towards the product. The threats was found as weather exchange, it had not used technology to gain information, and it still did not have a permanent marketing partner to distribute the product. Alternative stategy can be used to develope the honey bee business based on SWOT result is Mau Sigaro farmer group needs to gain more relation with the government and marketing partner, increase the number of production and the quality of the product, send the member to join honey bee cultivation workshop, using the newest technology in honey bee cultivation and mass communication to spread the product information, and using an attractive packaging to gain more consumers. Key words: honey bee cultivation, farmer group, developing strategy, SWOT

THE EFFECT ANALYSIS OF MARKETING MIX ON PURCHASE DECISIONS AND CUSTOMER LOYALTY USING STRUCTURAL EQUATION MODELING METHOD

Distros have been known by the general publicespecially millennial who are fond of the brandor brand image of a product. The number ofvery tight competition makes Lollypop ShopSurabaya as one of the distributions that are inneed of designing the right marketing strategy.The purpose of this study was to determine theeffect of 4P marketing mix variables consistingof products, price, place and promotion ofpurchasing decisions and customer loyalty asa consideration of business owners indetermining marketing strategies. Dataanalysis was performed using the StructuralEquation Modeling (SEM) method whichinvolved 120 respondents obtained from thepurposive sampling method. The results of theanalysis show that product and promotionvariables have a positive and significant effecton purchasing decisions. Price and placevariables have a positive but not significanteffect on product purchasing decisions.Product variable is the variable that mostinfluences the purchasing decision of LollypopShop Surabaya products with product variantsas the indicators most desired by consumers.