Mix Elements Research Articles

Halal fashion: Strategi pemasaran dengan marketing mix 9P

There have been many marketing mix strategies that have been carried out in the business world, but this research is different because it combines sharia marketing with the 9P marketing mix method, which includes product strategy, price, promotion, place, people, process, physical evidence, payment, and product packaging, as well as supporting factors, barriers, and solutions to Ebi Parfum Jombang's efforts to increase product sales. The approach used is descriptive qualitative with primary and secondary data. Interactive model data analysis with validation using triangulation. The research results are: 1) Sharia marketing through the 9P marketing mix implemented by Ebi Parfum paying attention to sharia values, namely fathanah, shiddiq, tabligh, and amanah; using halal ingredients and always maintaining product quality. Of the nine elements of the marketing mix, there are two dominant elements in the success of sharia marketing, namely product and price strategies. 2) The supporting factors for sharia marketing through the 9P marketing mix in the Ebi Parfum business are halal and quality ingredients, wide product distribution, competitive selling prices, product differentiation, and innovation. Meanwhile, the inhibiting factors are the limited stock of bottles, large capital, many competitors, and vulnerability to leaks for long-distance shipments.

Effect of Marketing Mix on the Marketing Performance of Grapefruits in Tanzania

Using the model of the marketing mix, this study assessed the effect of the marketing mix elements on the marketing performance of grapefruits in Tanzania. It was conducted at Hombolo Ward in Dodoma as one of the major grape-producing areas. Using a structured questionnaire, a simple random sample of 142 respondents was taken from a sampling frame of 220 grapefruit growers in the ward. Descriptive statistics and multiple linear regression analysis were used. Results indicated that price, product attributes, and place significantly affect the marketing performance of grapefruits. Promotion aspects on the other hand were found to have no significant effected. This indicated that the promotion was either inadequate or irrelevant, as evidenced by the lack of improved grapefruit marketing performance. This study recommended that an appropriate pricing strategy be implemented because it plays a significant role in grapefruit marketing performance. Since product attributes were found to strongly affect the marketing performance of grapefruits, it was recommended that producers should focus on improving product attributes such as quality and packaging. Finally, improvement of distribution infrastructure should be considered, since producers would be able to efficiently store, preserve, and deliver their products to the intended markets.

How does genre preference influence the importance of film marketing mix elements: evidence during the COVID-19 pandemics

This paper aims to propose a conceptual model which will unveil how fans of different film genres observe the importance of elements of marketing mix when consuming products in the film industry during COVID-19 pandemics. To verify the proposed conceptual model, a survey was conducted during the lockdown and the responses of 1606 individuals from Serbia, who declare themselves as film fans, were analyzed using structural equation modelling analysis. The results support the assumption that the respondents who prefer different film genres give different importance to elements of the film marketing mix. Our findings show that based on the genre of the film marketing activities can be tailored so as to improve their effects, especially during the pandemics and post-pandemics period. It is believed that the herein presented research could initiate further research on the issue of modelling marketing activities in the film industry based on consumers’ genre preference and behavior.

Organic food market segmentation based on the neobehavioristic theory of consumer behavior

PurposeAlthough Iran is one of the largest producers and exporters of saffron in the world, the organic saffron market in Iran is still in its early stages, and there is scarce empirical evidence in this regard. Therefore, the study's primary purpose is to segment the organic saffron market in Mashhad, Iran using neobehavioristic theory and machine learning methods.Design/methodology/approachConsidering the neobehavioristic theory of consumer behavior, the organic saffron market was segmented using crisp and fuzzy clustering algorithms. Also, to assess the relative importance of the factors affecting the intention to buy organic saffron in each market segment, a sensitivity analysis was performed on the output of the artificial neural network (ANN). A total of 400 questionnaires were collected in Mashhad, Iran in January and February 2020.FindingsIn contrast to the belief that psychological factors are more important in market segmentation than demographic characteristics, findings showed that the demographic characteristics of consumers, especially education and income, are the dominant variables in the segmentation of the organic food market. Among the 4 A’s marketing mix elements, the results showed that a low level of awareness and accessibility are obstacles to organic saffron market development. Advertising, distribution channel improvement, package downsizing and online business development are suggested strategies for expanding the organic saffron market in Iran.Practical implicationsThe results of the present study will help policymakers and suppliers of organic saffron to identify their target markets and design short- and long-term marketing strategies to develop the organic saffron market.Originality/valueMachine learning methods and the neobehavioristic theory of consumer behavior were used to segment the organic food market.

Market Segmentation in the Film Industry Based on Genre Preference: The Case of Millennials

One of the industries that has been hit the most by the Covid-19 is the film industry. Practitioners and experts in the field are in need to better understand the changed consumers and their new behaviour so that they can adequately communicate with them. The population segment which attracts the most attention are the Millennials due to the fact they have a high level of self-interest, they mix streaming services, and their purchase intention building is much slower compared to other generations. This study aimed to propose a segmentation approach in the film industry based on genre preference. To verify the proposed approach, an online survey on consumer habits and attitudes towards different elements of film marketing mix was conducted at the beginning of the Covid-19 lockdown in Serbia. Upon that, biclustering algorithm was employed to segment the respondents. Finally, similarities and differences between retained segments were explored, which provided insights on which elements of film (elements of product, Word of Mouth, Frequency of consumption, and elements of promotion) respondents pay attention to based on their genre preference. The observed similarities and differences led to the creation of tailored communication strategies for each segment, which could improve the effectiveness of marketing activities in the film industry during the Covid-19 era, and could be extended in the post-Covid era.

YUMEYA RESTAURANT’S MARKETING STRATEGY POST-EMERGENCY RESTRICTIONS TOWARDS COMMUNITY ACTIVITIES (PPKM) DUE TO THE COVID-19 CASE’S NUMBER’S INCREASE

PPKM indirectly affects the continuity of the business world. Similarly, the restaurant business sector, is what makes restaurant entrepreneurs have to think hard about how to bounce back their business. Yumeya Restaurant was able to get through the crisis period after being hit by the emergency PPKM period with his activities in the field of marketing communication. Marketing communication became one of the tools that Yumeya Restaurant did to bounce back. Therefore, this research activity aims to find out the marketing communication strategy of Yumeya Restoran to rise due to emergency PPKM rules due to increased Covid 19 cases. The research method uses a qualitative approach by conducting research and analysis of the phenomenon of marketing communication at Yumeya Restaurant post-PPKM Emergency. The data collection techniques carried out are interviews and observations with sources. The informant in this study involved 1 (one) person as a key informant people as supporting informants. The results revealed that the marketing Communication Strategy conducted by Yumeya Restaurant by utilizing 4 elements of the marketing mix and elements of the marketing communication mix, namely advertising, sales promotion, special events and experiences, public relations and news, direct marketing, and personal sales. To market its products Yumeya Restaurant uses marketing communication strategies in a persuasive, informative, and educative way.

Service Experience and Customer Satisfaction in Offline and Online Services: A Study on Traditional Apparel Retail in Odisha

This study reconnoitres the possibilities of any relationship shift in customer service and customer satisfaction within a new space of the young generations’ involvement in buying traditional apparel in Odisha. This study addresses the possible inputs for discrepancies while purchasing the traditional dress. It involves the marketing mix elements as the inputs to assess the consumer service and further consumer satisfaction as the outputs. Structural Equation Modelling has been applied to determine consumers’ responses to service experience and customer satisfaction within the theoretical inclusion of traditional apparel in Odisha. The study found that service experience does not drive the customers’ satisfaction, and the marketing mix elements do not equally affect the service experience. The findings of this study are relevant for future research on a hybrid buying situation where the traditional products are marketed within young generations’ expectations and aspirations. The study will guide marketers to revisit the roles of the marketing mix in dealing with overall consumer experience and satisfaction.

Analysis of the Relationship of Mix Marketing with Patient Loyalty and Satisfaction in Hospital

This study aims to analyze the relationship between the marketing mix and patient loyalty and satisfaction at the hospital. The research method used in this research is descriptive qualitative method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library studies) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. These sources are collected based on discussion and linked from one information to another. Data collection techniques used in this study were observation, interviews and documentation. This data was analyzed and then drawn conclusions. Based on the description analysis, it can be concluded that there is a relationship between the marketing mix on loyalty and patient satisfaction. After the analysis, it can be seen that all elements in the marketing mix have an influence on patient loyalty to reuse services at the hospital. After the analysis, it can be seen that the relationship between the marketing mix and customer satisfaction is very influential because the marketing mix is ​​a factor or market element used to satisfy customers.

Analysis of the Relationship of Mix Marketing with Patient Loyalty and Satisfaction in Hospital

This study aims to analyze the relationship between the marketing mix and patient loyalty and satisfaction at the hospital. The research method used in this research is descriptive qualitative method. The type of data used in this study is qualitative data, which is categorized into two types, namely primary data and secondary data. Sources of data obtained through library research techniques (library studies) which refers to sources available both online and offline such as: scientific journals, books and news sourced from trusted sources. These sources are collected based on discussion and linked from one information to another. Data collection techniques used in this study were observation, interviews and documentation. This data was analyzed and then drawn conclusions. Based on the description analysis, it can be concluded that there is a relationship between the marketing mix on loyalty and patient satisfaction. After the analysis, it can be seen that all elements in the marketing mix have an influence on patient loyalty to reuse services at the hospital. After the analysis, it can be seen that the relationship between the marketing mix and customer satisfaction is very influential because the marketing mix is ​​a factor or market element used to satisfy customers.

The Effect of Electronic Marketing on International Trade: case study on Algerian International Companies

This study investigates the influence of e-marketing mix components on the success of international firms in Algeria, as well as the relationship between e-marketing mix parts and individual performance. First, A model was built and hypotheses were supplied to meet the study's objectives. A standardized questionnaire prepared expressly for this study was used to collect data from Algerian enterprises' marketing and management teams. A Multiple regression study revealed that e-marketing mix elements have a significant influence on business performance. Simple regression analysis revealed that each component of the e-marketing mix has a significant influence on the performance of international companies doing business in Algeria. Also, The elements of the e-marketing mix (promotion, product, location, and pricing) were shown to have a positive influence on the operations of international companies operating in Algeria. Therefore, Algerian companies are advised to apply this technology in their international market to cope with the international advancement in technology and the internet. Finally, research conclusions, results, and recommendations are outlined

Policy mixes for business model innovation: The case of off-grid energy for sustainable development in sub-Saharan Africa

Business model innovation (BMI) is often complementary to technological innovation and offers novel and sustainable value creation opportunities. Enabling BMI through policy is difficult, however, and not yet well understood in practice or theory. We build on the quickly evolving literature on policy mixes to develop a theoretical model which explains how policy strategies and instruments shape the conditions for BMI. We derive the model inductively by studying the emergence of an off-grid renewable energy BMI in sub-Saharan Africa which proposes to actively create sustainable development in rural areas as opposed to merely increase energy access, drawing from 61 interviews with companies and industry experts as well as policy documents across six African countries. Our model has three core theoretical implications. First, focusing on policy strategies, policy instruments and their respective interactions, we uncover a set of mechanisms that explain how policy mix elements combine to create conducive conditions for BMI. Second, we shed light on the role of multiple objectives and goals within a policy mix for fostering BMI, which, if balanced appropriately, can create a productive tension between support and constraints. Third, we suggest the distinction between sector-specific and society-wide policy mixes as an analytical tool to study these tensions in policy mix research.

Usage Characteristics of Mobile Telecommunication Services: Individual Service Recipient Perspective in Rajshahi District of Bangladesh

Mobile telecommunication services proved to be a significant part of everyday life for the people of Bangladesh. The study's primary purpose was to examine the usage characteristics of subscribers to know the reality through an empirical study. The research study was descriptive and quantitative in approach to drawing meaningful facts. This study was conducted in the Rajshahi district in the northern region of Bangladesh. The sample size resulted in three hundred and seventy-eight for completing the survey. A simple random sampling technique was used to draw samples from male and female sampling units. The research used a cross-sectional survey design to collect primary data. In addition, the researcher administered a structured questionnaire as a research tool to find out the facts from the individual service recipients. Research findings show that individual service recipients’ usage characteristics influence the service marketing mix and brand equity to achieve a competitive advantage. For example, the study found that consumers are more interested in using services other than voice calls through their affordability does not support it. Moreover, responses from service recipients varied significantly, which becomes a significant challenge for the operators to blend the elements of the marketing mix. This study also shed light on the Inconvenience or problems the recipients face in consuming services. For example, the topmost inconvenience service recipients face is 'poor service quality’ like network interruption, poor quality network, and poor quality video streaming experience. Finally, the study suggests mobile operators in Bangladesh need to trigger a marketing mix by consistently considering the dynamism of usage characteristics of individual service recipients to utilize their marketing investment, increase brand equity, and achieve a significant competitive advantage.

The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children's dietary supplements

PurposeThis study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context.Design/methodology/approachThe data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan.FindingsThe findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant.Originality/valueThis paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.

How incumbents’ response strategy impacts rivals’ market exit timing?

Prior research illustrates that incumbent firms commonly react to a rival’s market entry by adjusting their marketing mix elements. Incumbents either adjust only one element – adopting a “focused” strategy – or adjust several elements simultaneously– adopting a “combinative” strategy. While previous studies have extensively investigated the incumbents’ marketing mix reactions to a market entry, no study has explored the defensive response strategy, and its consequences have yet to be empirically examined. Drawing upon signaling theory and using a multi-market dataset in the U.S. airline industry, the authors find that, compared to a combinative strategy, adopting a focused response strategy in response to a rival’s entry does shorten the new entrant’s exit timing. However, when incumbents possess high resource and capabilities, this performance gap between the two response strategies is reduced. The authors discuss the contributions to the strategy and management literature and provide actionable insights to managers and policymakers.

EFFECTIVENESS AND EFFICIENCY IN A HURRIED WORLD: ONLINE CUSTOMERS KNOW WHAT THEY WANT

Despite many studies on online purchasing decisions, e-marketing mix elements tend to be based solely on literature, regardless of what antecedents are appropriate for the target sample of research. Selecting research variables by salient factors determination method leads to several hypotheses about e-marketing mix elements that influence purchase decisions in one of the largest marketplaces in Indonesia, i.e., Shopee.co.id. The current study is expected to answer which elements in the e-marketing mix most determine purchase decisions in the digital era that demand the effectiveness and efficiency of resources. The total respondents were 150 university students. Structural Equation Modeling was utilized to analyze the data. Results showed that e-marketing mix elements that significantly influence purchasing decisions were e-process and e-price. The findings show that the most important online shopping factors were processing speed (time effectiveness) and lower product prices (cost efficiency). E-promotion did not significantly affect the purchase decision since online shopping has become a daily routine activity, especially since the Covid-19 pandemic in early 2020.
 Keywords: effectiveness, efficiency, e-marketing mix, marketplace, purchase decision

Antecedents of Tourist Satisfaction With Marine Tourism in West Sumatra

Tourist satisfaction can lead to positive word of mouth communication about a destination, which can bring in more business. The current study aimed to identify the role of the 7Ps of marketing mix on tourist satisfaction. A cross-sectional study design was employed to collect data from local tourists visiting West Sumatra. A total of 300 respondents participated. Data were analyzed by SmartPLS 3.3.7 by evaluating structural equational modelling. Findings revealed that all of the elements of the marketing mix had a strong relationship with tourist satisfaction, except for the place. The results suggested that the tourists in West Sumatra are somewhat satisfied but satisfaction can be upgraded to a higher level if proper management with respect to place is improved.
 Keywords: marketing mix, West Sumatra, tourist, marine tourism, satisfaction

The Customer's Main Considerations in Choosing an Educational Institution Viewed from the Elements of the Marketing Mix at Amanatollah Gambiran Junior High School Banyuwangi

The purpose of this study is to describe the customer's main considerations in choosing an educational institution in terms of the marketing mix elements at Amantollah Junior High School Gambiran Banyuwangi. This research method uses a descriptive qualitative approach. The results of the research show: 1) the products/programs provided by SMP Amantollah Gambiran to customers are institutions based on Islamic boarding schools, tahfidz programs, studying general science and religion and shaping the character of students with good morals; 2) physical evidence or facilities and infrastructure for junior high schools are complete and in demand by educator customers so that they get satisfaction; and 3) a price of IDR 500,000 determined by the foundation can be of interest to educators' customers because it is affordable and attractive to all members of the community.

Drivers of Customer Loyalty in the Downstream Petroleum Sub-Sector in Nigeria

The downstream petroleum sub-sector in Nigeria has remained highly competitive since the partial subsidy removal era. Operators now adopt various marketing efforts to attract and retain customers. While several models have been used to examine the drivers of customer loyalty in the petroleum industry, no study is known that applies the 7Ps model. This study, attempts to close this gap. Data was generated from petroleum products customers in the Southeast region of Nigeria, and analyzed with the SPSS 23.0 multiple regression analysis. Findings reveal that all the 7Ps variables – product, price, place, promotion, people, process and physical evidence are significant drivers of customer loyalty. The study recommends appropriate blending of the mix elements for more positive outcomes.

Sisterhood in 5D

Sisterhood in 5D

ANALISIS PENGARUH MARKETING MIXTERHADAP CUSTOMER VALUE DI PELAYANAN RAWAT JALAN PUSKESMAS KEDUNGDORO

The number of patient visits at the Kedungdoro Health Center from 2019 to 2021 has decreased, both old and new patient visits. These conditions indicate that patient loyalty is low, the low patient loyalty can occur due to patient dissatisfaction which is influenced by the marketing mix. The purpose of this study was to determine the effect of the marketing mix, namely products, people, processes and physical evidence on customer value at the Kedungdoro Health Center.This study is a quantitative study with a cross-sectional study design. The study population was all patients in November as many as 1849 patients. The research sample was 178 patients and was taken by purposive sampling method. Data were collected by using a questionnaire instrument and analyzed by Multiple Linear Regression.The results of the research on hypothesis testing showed that the results of the t-test of the product, people, process and physical evidence variables partially had a significant positive effect on the customer value variable. In addition, the F test results show that all elements of the marketing mix (products, people, processes and physical evidence) simultaneously or simultaneously have a significant effect on customer value. Elements of the marketing mix that need to be evaluated in order to increase patient loyalty are people and physical evidence