Mix Elements Research Articles

Analysis of Marketing Mix Implementation on Purchasing Decisions for Skintific Skincare Products (Survey of the Community in Jabodetabek)

This research investigates the impact of marketing mix implementation on purchasing decisions for Skintific Skincare Products among consumers in the Jabodetabek region. A quantitative research design was employed, surveying 200 respondents to gather insights into consumer preferences, brand perceptions, pricing influences, and marketing mix synergies. Results indicate that product quality and competitive pricing emerged as significant determinants of consumer satisfaction, brand loyalty, and purchase intention. Furthermore, correlations between marketing mix elements such as product quality, pricing, distribution channels, and promotional activities underscored their collective influence on consumer behavior and brand positioning. The findings offer strategic recommendations for Skintific to enhance market performance, sustain competitive advantage, and drive long-term success in the skincare industry.

ANTECEDENTS OF PATIENT SATISFACTION AND ITS IMPACT ON WORD OF MOUTH: A STUDY ON OUTPATIENTS AT XYZ PRIVATE HOSPITAL IN MAKASSAR CITY

The objective of this research is to determine the influence of antecedents of patient satisfaction in outpatient services on word of mouth. The antecedents of patient satisfaction will be assessed from the factors of people, process, and physical evidence, which are elements of the marketing mix. This is a quantitative study, where the data collection method involves distributing questionnaires to sample respondents within the research population. Four hypothesis pathways were analyzed using PLS-SEM, with primary data collected from outpatient patients at private hospital XYZ in Makassar city in April 2023, with total of 208 respondents. The results show that the factors of people, process, and physical evidence positively influence patient satisfaction and also have a positive impact on word of mouth. This research is expected to contribute to private hospitals in improving their outpatient services, enhancing word of mouth, and also elevating the hospitals’ image.

The Effect of Marketing Mix on Purchase Intention in the Home Appliance Industry in West Java

The purpose of this research is to discover what factors influence someone's decision to purchase home equipment. In this study, a discussion was held about the effect of the 4P marketing mix elements on purchase intention. The product, the price, the place, and the promotion are the four marketing aspects that will be discussed in this paper. The respondents in this study were 234 people who met the requirements of being of productive age, living in West Java, and having a fixed income. SEM-PLS was used to analyze the data, and the results revealed that just three variables from the marketing mix affected customer purchase intention in the home appliances industry. Product, price, and promotion are the variables that influence purchase intention; however, place has no effect. The company can pay attention to these three variables while designing strategies to improve market competition.

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

The study examined the effect of product branding on customers’ patronage of Champion Breweries products in Uyo, Akwa Ibom State. The research design adopted was a survey research in which 400 questionnaires were administered to the respondents, out of which 361 were duly filled and returned. Two hypotheses guided the study while regression analysis was used to analyse the data collected. Findings revealed, amongst others, that brand awareness (R2 = 0.885, P<0.05) and brand image (R2= 0.958, P=0.000) have a positive and significant effect on customers’ patronage of Champion Breweries’ products. Based on the findings, it was concluded amongst others, that branding significantly affects customers’ patronage of Champion Breweries products in Uyo. From the findings and conclusion, the study recommended that the Management of Champion Breweries, Uyo should endeavour to expose their brands to their target market using appropriate promotional mix elements to enhance brand awareness and brand image as the patronage of Champion Breweries Products is determined by them.

The Impact Marketing Mix on Indigenous Business Development in Uzbekistan: A Regression Analysis

This study investigates the formulation of a marketing strategy framework specifically designed for small and medium-sized enterprises (SMEs) in Uzbekistan. SMEs have several obstacles in establishing brand awareness, enticing clients, and optimizing financial profits in the current fiercely competitive business landscape. To surmount these challenges and maintain expansion, SMEs can utilize the extended marketing mix approach, which comprises the elements of product, price, place, promotion, people, process, and physical evidence. This study employed a blend of descriptive and exploratory research methodologies, integrating both quantitative data-gathering approaches. A survey was undertaken to assess the perspectives of entrepreneurs about the implementation of marketing mix strategies SMEs. The study examined the influence of the correlation between marketing mix variables on the development of SMEs through regression analysis with the help of STATA software. The results emphasized the significance of integrating marketing mix elements for SMEs to improve their marketing endeavors, foster brand loyalty, and get a competitive edge. This study enhances comprehension of marketing strategies for small and medium-sized firms in developing economies such as Uzbekistan and offers valuable insights for policymakers and entrepreneurs in promoting the expansion of SMEs in the economy.

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

This study employs Structural Equation Modeling (SEM) using Smart PLS 3.2.9 to offer valuable insight into the relationship between e-marketing mix (4Ps) and customer satisfaction with electronic information services provided by public university libraries in Jordan. The identified primary aspects within the e-marketing mix encompass e-product, e-pricing, e-place, and e-promotion. An online survey (questionnaire) targeting postgraduate student respondents at Jordanian public universities (a total of 792 participants) was used to gather data using a quantitative technique. Participants were chosen using voluntary response sampling. The study’s findings revealed that all relevant elements of the e-marketing mix establish significant relationships with customer satisfaction among postgraduate student respondents utilizing e-information services in public university libraries in Jordan. Notably, e-products, e-pricing, and e-promotion demonstrated substantial positive relationships with customer satisfaction. Conversely, there was a negative relationship observed with e-place. The novelty of this study lies in its exploration of the previously unexplored realm of the e-marketing mix framework (4Ps) in the context of customer satisfaction with electronic information services within university libraries in Jordan.

Green marketing is a logical answer to the consumer society

In a very short time, green marketing has become a new trend in the orientation of companies in the world, where it represents a new face of modern marketing theory and is the answer to the current consumer society. The aim of this paper is to study the consumer society, its characteristics and consequences on the community as a whole. The consumer today is no longer just a passive observer, but an active participant in the events - Such a role of the consumer in the modern market necessarily leads to a different marketing approach of companies. The conducted research aims to identify the green marketing concept and clarify the boundaries and elements associated with the new marketing concept. The research concluded that green marketing is the application of traditional marketing practices, putting environmental protection first as a priority when determining the elements of the marketing mix from product design, pricing, distribution and promotion. Also, it has been proven that green marketing is not limited to just one sector, but to world-leading experiences in almost all industrial branches.

MARKETING OF MICROFINANCE INSTITUTIONS WITH THE HELP OF SOCIAL MEDIA -AN ANALYSIS

Now Microfinance Institutions reach thousands of customers and have the opportunity to send out messages, get fast feedback, and experiment with offers at relatively low costs. Social media establish closer connections between consumers as more trustworthy sources of information regarding products and services than business-sponsored communications transmitted via the traditional elements of the promotion mix. Social media channels help to communicate and organize themselves together and allow them to reach out and relay their messages to a larger group of people to create awareness and promote a brand. This paper aims to investigate about social media platforms are being used by microfinance institutions as well as a communication tool with their customers and to identify how microfinance institutions use social media efforts to expand their opportunities in reaching their target market. This study also tries to measure the effectiveness of social media marketing in the development of microfinance institutions. Keywords: Microfinance market, social media marketing, customer attractiveness.

An expanded marketing mix perspective on medical tourism

Medical tourism is a mobility of people traveling from one place to another for medical treatment. Healthcare organizations want to determine the wishes and expectations of medical tourists and produce products accordingly. The most important issue here is how to achieve this. Moreover, what are the demands and expectations of consumers and how they change in constantly changing environmental conditions. Marketing activities carried out in this context have an important role in the success of organizations. Since medical tourism marketing is a branch of the service sector, it also has characteristics related to the marketing of services. The aim of this study is to find an answer to the question of how the extended marketing mix elements bring a perspective to medical tourism. In this context, the medical tourism literature has been examined through a comprehensive review method. In this study, "Product", "Price" and "People" are considered as critical elements in medical tourism marketing strategies. It is important to address the concept of medical tourism with the elements of the extended marketing mix in this way in order to understand all elements in the best way. In this way, the application of the 7Ps can lead to strategic marketing insights for both healthcare providers and national healthcare services.

Marketing Strategy of Educational Services in Improving the Image of Institutions at Institut Agama Islam Al-Quran Al-Ittifaqiah Indralaya

The purpose of this study is to identify and analyse the marketing strategies used by the Institut Agama Islam Al-Quran Al-Ittifaqiah Indralaya (IAIQI) to improve the image of their institutions. This study aims to address the following issues: (1) Analysis of the marketing strategy carried out by the IAIQI to enhance the image of the institution. The research method used is a qualitative approach. The data collection procedure involves the collection of information from Deputy Rector I and Deputy Rector III, as well as students and the public acting as informants. Data collection is done through observations, interviews, and documentation. The most effective promotional efforts undertaken by the IAIQI include advertising, word marketing, public relations, and collaboration. In order to enhance the reputation of educational at IAIQI, cooperation efforts are being made by these institutions in partnership with the government as well as with national and international public and private colleges, high schools, and teachers. Based on this research, SWOT analysis shows that the right strategy to use is the SO strategy, which is to take advantage of the power over the existing opportunities. It can be concluded that the marketing strategy of educational services in improving the image of institutions like IAIQI has been implemented by making planning through identification, segmentation, differentiation, and marketing mix elements quite well. However, it would be even better to document the promotion activities thoroughly for further improvement.

The Effect of Marketing Mixes on Customer Purchase Decisions on Prudential Companies of Bandung Branch Office

At present, the sales competition for insurance products has increased dramatically starting in the last few years. In addition, competition began to become even more fierce, marked by the ASEAN Economic Community (MEA) organization, which started its activity in early 2016. Insurance sales competition was assumed to be more fierce with the presence of MEA. Some insurance companies expected to experience a decline in sales due to emerging competition. It will not occur only with domestic insurance companies but also with insurance companies from countries that are members of ASEAN. With the increasing competition, it is estimated that insurance sales will decrease, but the opposite increase in sales happens at Prudential. The author seeks to help other insurance companies increase insurance sales by conducting research at Prudential to try to find out the cause of the increase in sales.This research was made and conducted based on a literature review that was used as a reference in the preparation of research. References used by the author are in the form of theories about consumer behavior, marketing mix, insurance concepts, marketing mix concepts, and research that has been done before this study.This study aims to determine whether the marketing mix has an influence on insurance product purchasing decisions at the Prudential Bandung branch office. Research belongs to quantitative research and, based on its objectives, is classified as descriptive studies. The sample is determined by the Accidental Sampling technique, which is one of the techniques belonging to the Non-Probability Sampling Method by selecting individuals who are easier to find with a total sample of 96 respondents generated through calculations in the sampling technique. Data were collected using questionnaires and analyzed using descriptive analysis and multiple linear regression analysis. Research and testing were carried out assisted by using the SPSS program ver. 22.From the results of the study, it was found that product variables and process variables are elements of the marketing mix that have the most significant influence on purchasing decisions. Other results from the study indicate that seven marketing mix variables simultaneously influence customer purchasing decisions.

Effective Sales Promotion: A Necessary Catalyst for Elongating the Product Life Cycle in A Developing Economy

The Product Life Cycle (PLC) is a concept that likens a product to animate objects because its life span ranges from introduction to decline. Products can further be likened to human beings to the extent that the lengths of their cycles vary among products, ranging from a few seasons to several decades. This study investigates the effective sales promotion for elongating the product life cycle in a developing economy. This study is designed using a quantitative approach through a survey questionnaire. A total of 100 Coca-Cola Nigeria PLC employees and product consumers participated in this study. The data was analyzed using a regression linear model by assisting SPSS-23. This study concludes that sales promotion is one crucial promotional mix element organizations need to identify and stimulate customer needs and wants. It performs the function of raising awareness of the product to the customer. It increases market share, which, in the long run, helps to sustain its life cycle, especially when perfectly used with other marketing mix elements like price, product, and place. The implication is that the location for redemption of prizes, for instance, in a bonanza, must be easy, or it will weaken the effectiveness of the sale’s promotional activity. The findings of this study recommend that companies improve product availability when needed, especially from the production plant to the depot. The promotional strategies should be communicated in the native language of the target market or audience.

도시브랜딩 믹스 요소를 통한 광주 ‘오월길(5·18 Road)’ 브랜딩 현황 분석

This study started from the perspective that '5·18 Road' can play an important role in city branding in Gwangju. Based on the theoretical consideration of city branding strategy elements, the purpose of this study is to derive city branding mix elements and indicators, and apply them to systematically and comprehensively analyze the branding status of Gwangju 5·18 Road. The research contents include deriving the 'OIPTCR City Branding Mix Indicators' through the existing OIPTCR mix elements and city branding strategy elements research, arranging the process of promoting 5·18 Road, analyzing the current status of 5·18 Road branding, and deriving implications. The research method focused on literature research and content analysis, and case study applying empirical marketing and normative marketing methodology. As a result of the study, the 'OIPTCR City Branding Mix Indicators' (a total of 24 indicators, that is, 4 organization, 4 image, 5 product, 4 target, 4 channel, and 3 region), which are mix indicators for each element according to six elements of city branding mix (organization, image, product, target, channel, and region), was derived. As a result of applying and analyzing this to 5·18 Road, the project was promoted around a total of 18 indicators, and 6 indicators (1 organization, 2 image, 3 target) were found to have no project. The implications of this study are that it can contribute to the discussion of branding mix theory by deriving new city branding mix indicators, and that it can practically help revitalize the 5·18 Road business by theoretically, systematically, and comprehensively analyzing the current status of 5·18 Road branding.

The Influence of Marketing Mix on Consumer Buying Decisions in the context of Fast Moving Consumer Goods

Customer behaviour is the aggregate of how individuals perceive, decide their requirements, buy and experience products, and proceed to address issues. The customer plays the roles of user, payer, and buyer in consumer buying decisions. The objective of the paper is to examine the relationship between the marketing mix elements and consumer buying decisions of fast-moving consumer goods. The study for the research was conducted in Aizawl, Mizoram. A total of 106 respondents, 57 (53.8%) of the participants belong to the age group 19-29 years, 30 years and above (38, 35.8%), and 18 years and below (11, 10.4%). The male participants (61, 57.5%) are more than the female (45, 42.5%). Quantitative and structured questionnaires were designed and the data were collected through an online survey tool. Analysis and interpretation of data were performed using descriptive and frequency statistics, reliability statistics, correlational matrix, and one sample T-test in Jamovi. A one sample T-test was executed to present the relationship between the marketing mix elements to consumer buying decisions of fast-moving consumer goods. The results indicated that Product (H1, p<0.001), Place (H2, p<0.001), Promotion (H3, p=0.001), and Place (H4, p<0.001) of the marketing mix are significantly related to consumer buying decisions.

PERSEPSI KONSUMEN TERHADAP BAURAN PEMASARAN KERIPIK CABE HJ.KARMI DI KOTA DUMAI

Business competition in chilli chips in Dumai City had a major impact on the UMKM Hj.Karmi Chili Chips, which experienced a decline in production due to decreased consumer demand. The large number of chili chip businesses in Dumai City require every business, especially Hj.karmi Chili Chips, to formulate the right marketing strategy in order to remain competitive in the target market, one of which is through a marketing mix strategy. This study aims to determine consumer perceptions of the marketing mix (product, price, place, promotion, people, process, and physical evidence) of Hj.Karmi Chili Chips in Dumai City. This study used a survey method in the form of observations and interviews. Sampling using non-probability sampling method on accidental sampling with a sample of 40 respondents. The data analysis method uses descriptive analysis by describing consumer ratings from the Likert scale results. The results showed that overall, the seven elements of the marketing mix of Hj.Karmi Chilli Chips were rated as good by consumers. Price is the element that gets the highest rating score of 4.38 with very good criteria. While promotion is the element that gets the lowest rating score of 3.09 with good enough criteria. Based on the results obtained, it was concluded that Hj.Karmi Chili Chips had advantages in price, people, and process, and had weaknesses in promotion and physical evidence. So it is suggested for Hj.Karmi Chili Chips to improve the marketing mix strategy, especially in the promotion system and physical evidence or sales outlets.

Marketing Mix 7P Strategy Analysis At PT. Ayo Media Network Bandung

PT. Ayo Media Network Bandung is a company engaged in the digital mass media industry, offering a digital news portal product called AyoBandung.com. This research aims to obtain information and a real picture of how the implementation of the 7P marketing mix strategy is carried out by PT. Ayo Media Network Bandung in developing the AyoBandung.com product. The method used in this research is explorative qualitative, which concretely describes how the company implements the product, price, place, promotion, people, process, and physical evidence strategies. Data collection techniques for this research include interviews with 7 informants, documentation and literature studies, as well as source triangulation. The results of this research indicate that the company has implemented all elements of the marketing mix in its business marketing activities. However, not all elements are running optimally. The product, price, process, and physical evidence elements are functioning well. Meanwhile, the place, promotion, and people elements are still facing some obstacles.

Historical development, significance and application of marketing in agribusiness

Market conditions in which the agricultural sector does business are continuously changing and developing. The agricultural sector competes with the competition when the only constants in agricultural production are great turbulences of agroclimatic conditions, and permanent changes in the market. Those changes are happening rapidly, which causes oscillations in business results, and it often leads to disappointment and desertion of the agricultural sector, especially by young, mobile, and working people. This chapter aims to offer a concept of modern marketing, so its implementation into the agricultural sector would contribute to more efficient and effective work. Also, it would lead to better results for all partakers of agricultural sectors, especially agricultural producers. Today, the battle for a better and more profitable position of agricultural producers in domestic and foreign markets is unimaginable without applying strategies and tools of modern marketing. To master the competitive advantage and maintain it on the market for a long time is a complicated process for the biggest and richest companies of today. It is especially hard and complex for participants from the agricultural sector because of the countless specificities of agricultural producers, and agricultural production itself. The finding of the review and research is that domestic agricultural producers are the main, but the weakest link in the chain of the agricultural sector. They are faintly, or not at all prone to using marketing management, strategies, and tools of marketing, like market segmentation, targeting, product differentiation, as well as combining elements of the marketing mix in their business activities and their value offer to customers. By doing this, they significantly make their market position more difficult, and they reduce competitiveness on both domestic and foreign markets of agricultural products, or in a broader sense, the whole agricultural sector. The most current trends of modern marketing practice are represented in this review, together with solutions for their implementation into the agricultural sector.

A STUDY ON MARKETING MIX ELEMENTS (PRODUCT, PRICE, PLACE, PROMOTION) AND THEIR INTERPLAY IN DRIVING CUSTOMER ACQUISITION, RETENTION

The paper aims to investigate the influencing of marketing mix (MM) elements (product, price, place or distribution, and promotion) on increasing the effectiveness of product promotion and their role to reduce the problems within the organization. The main importance aspects of this paper are to discuss the theoretical part of MM, to provide some perspectives for the researchers, and to give some instructions for the marketing department in Al-Saaeda Company for medical equipment technologies. The researchers used the main related academic resources from university library, and internet, and they designed and distributed questionnaires on a random sample of Al-Saaeda Company for Medical Equipment Technologies customers and the company employees to measure the impact of promotion on the marketing of its product (Glucocard 01-mini plus). The main findings of this paper can be concluded as following: 1. The promotion has a very high level of impact to increase the sales of products. 2. The good distribution of product can effect positively on customer satisfaction. 3. The company's policy for promoting has a very good reflection on increasing the sales of products. The researchers recommended that the company must strengthen the level of promotions in its activities and departments, and the increasing of sales points is very important, so the company must enhance its policies of distribution.

To buy or not to buy? Green packaging, gender differences and the intention to purchase

Purpose This study aims to examine the gender differences in purchase intention towards green packaging product. The paper extended the theory of planned behaviour by unravelling the dynamics of quality, product attributes, and green packaging as part of strategic elements for the marketing mix.Design/methodology/approach A cross-sectional-survey-based questionnaire research design was used to collect data from a total of 212 adults from Malaysia. Partial least squares structural equation modelling was used to assess the measurement and the proposed research model.Findings The results showed that perceived quality and product attributes had a positive relationship with attitude towards green packing products without significant difference between female and male groups. Interestingly, this study found a significant difference between males and females in terms of the attitude and subjective norms towards intention to purchase green packaging product. Subjective norms had a positive relationship with attitude while perceived behavioural control had a positive relationship with purchase intention without significant gender differences.Originality/value The findings of this study contribute to the limited body of knowledge in the area of purchasing green packaging products and provide useful information to industry practitioners about gender differences in purchasing green packaging products. Also, the current study provided new insights to the academician by looking into the dimension of green marketing mix elements which influence consumer behaviour.Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0249.

Hubungan Bauran Pemasaran dengan Loyalitas Pasien: Literature Review

Introduction: This research explores the relationship between the marketing mix (7Ps) and patient loyalty in the context of healthcare, particularly in outpatient units of hospitals in Indonesia. A deep understanding of factors influencing patient loyalty provides valuable insights for healthcare service managers. Objective: The main objective of this study is to identify and analyze the relationship between marketing mix elements, including product, price, promotion, place, process, people, and physical evidence, with patient loyalty in the hospital environment. The research also aims to provide insights into key factors influencing patients' decisions to revisit healthcare services Method: Using a systematic review approach following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, the study conducted searches on Scopus and Google Scholar databases, considering articles published between 2018 and 2023. Twelve articles meeting inclusion criteria were identified and analyzed Result: Research findings indicate a positive correlation between specific elements of the marketing mix and patient loyalty, emphasizing their significance in influencing patients' decisions to reuse healthcare services. Key influencing factors include service performance, responsiveness, adherence to standard timelines, and advertising. Conclusion: The study confirms the importance of specific marketing mix elements in shaping patient loyalty in hospitals. Location, promotion, personnel, and physical evidence emerge as key elements for hospitals to focus on in enhancing patient loyalty. Practical recommendations are provided as guidance for hospital managers to improve these aspects and enhance the overall patient experience.