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All Journal Indonesian Journal of Entrepreneurship & Startups
Dina Nadiyah Faiqoh
Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis, Universitas Nahdlatul Ulama, Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of 4P Marketing Strategy at Yonna Cake Shop in Sukadana, East Lampung Vera Agustina; Robi Santoso; Dina Nadiyah Faiqoh; Diki Angga Hendrawan
Indonesian Journal of Entrepreneurship and Startups Vol. 4 No. 2 (2026): July 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijes.v4i2.16962

Abstract

This study aims to analyze the marketing strategy implemented by Toko Kue Yonna, a culinary micro, small, and medium enterprise (MSME) located in Sukadana, East Lampung Regency, using the 4P marketing mix framework (product, price, place, and promotion), and to examine how the implementation of this strategy supports the improvement of business sales. A qualitative method with a case study approach was employed. The primary informant was the business owner, selected through purposive sampling, and the data were strengthened through direct observation and documentation. Data were collected through semistructured interviews, field observation, and documentation, and were analyzed using the interactive model of Miles and Huberman. The results indicate that Toko Kue Yonna has implemented all four elements of the marketing mix in an integrated manner, and that this integration has contributed to a consistent increase in daily revenue, an expanding customer base, and business growth from a home-based operation into a physical store with ten personnel. The study concludes that a well-integrated 4P marketing mix strategy plays a significant role in supporting the sales growth and competitiveness of culinary MSMEs
The Influence of Service Quality and Price on Customer Satisfaction at the Putri Minang Restaurant, Sukadana Ilir Village, East Lampung Regency Muhamad Nasihin; Denny Kurniawan; Robi Santoso; Dina Nadiyah Faiqoh
Indonesian Journal of Entrepreneurship and Startups Vol. 4 No. 2 (2026): July 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijes.v4i2.17050

Abstract

Tight competition in the culinary industry requires business actors to make customer satisfaction a top priority in business sustainability. Customer satisfaction is influenced by various factors, including the quality of service and price offered. Based on this explanation, this study focuses on examining the impact of service quality and price on customer satisfaction at Putri Minang Restaurant, Sukadana Ilir Village, East Lampung, both partially and simultaneously. The approach applied in this study is a quantitative descriptive approach, with data collection instruments that include observation, documentation, and distribution of Likert-based questionnaires to collect primary and secondary data. Data processing is carried out through multiple linear regression analysis techniques using statistical software. Based on the results of the analysis, the regression equation Y = 20.674 + 0.322 X1 + 0.426 X2 + e is obtained, which indicates a positive correlation between the variables of service quality and price on customer satisfaction. Furthermore, partial testing (t-test) shows a significance value for service quality (X1) of 0.002 and price (X2) of 0.000. Both obtained values ​​below 0.05. This proves that each variable has a partial and significant effect on customer satisfaction. This finding is reinforced by a simultaneous test (F-test) with a significance level of 0.000 < 0.05, which shows that service quality and price together have a significant impact on customer satisfaction. The level of influence of the independent variable on the dependent variable is seen from the coefficient of determination (R²) value which shows the number 0.619, which means that service quality and price affect customer satisfaction by 61.9%. Meanwhile, 38.1% is influenced by other variables that have not been explained in this research model
Co-Authors Denny Kurniawan Diki Angga Hendrawan Muhamad Nasihin Robi Santoso Vera Agustina