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All Journal Business and Finance Journal
Achmad, Marita Nur
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Economics, Econometrics & Finance

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7P MARKETING STRATEGY DESIGN IN AN EFFORT TO INCREASE SALES IN SPA SERVICES: A CASE STUDY AT FRESHMINT SPA LAMONGAN Achmad, Marita Nur; Radianto, Wirawan Endro Dwi
Jurnal Bisnis dan Keuangan Vol 11 No 1 (2026): Business and Finance Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/bfj.v11i1.8504

Abstract

This study aims to design a 7P marketing strategy (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to increase sales performance at Freshmint Spa Lamongan. The research is motivated by the growing competition in the local spa industry and the fluctuation in customer visits that affects business revenue. Using a qualitative approach with a constructivist paradigm and a case study method, data were collected through in-depth interviews, field observations, and documentation key informants including the owner, employees (therapists), and customers of Freshmint Spa. The data were analyzed through reduction, presentation, and inductive conclusion drawing. The results indicate that the integrated implementation of the 7P marketing mix can enhance competitiveness and strengthen positive customer perceptions of Freshmint Spa's services. The elements of promotion, people, and physical evidence have the most significant influence on increasing visit frequency and customer loyalty, while process and product play a crucial role in maintaining consistent service quality. The proposed strategy design is expected to serve as a guideline for Freshmint Spa in developing customer-oriented marketing efforts and as a practical reference for similar spa businesses to improve their sales performance sustainably.
Co-Authors Wirawan ED Radianto