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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Indonesian Journal of Entrepreneurship & Startups
Diki Angga Hendrawan
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
Marketing Strategy Analysis to Increase Consumer Purchasing Decisions at the Sampoerna Retail Community (SRC) Nesya Store in Muara Jaya Village, Sukadana District Anggi Yuliani; Robi Santoso; 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.v4i2.16920

Abstract

This research examines how marketing strategy shapes consumer purchase decisions at the Sampoerna Retail Community (SRC) Nesya outlet in Muara Jaya Village, Sukadana District. Growing rivalry between conventional shops and modern retail formats pushes small business owners to design marketing approaches capable of keeping their customers loyal, and this need forms the background of the study. A descriptive qualitative design guided the investigation. Informants the store owner, staff members, and shoppers were chosen through purposive sampling. Interviews, field observation, and documentation supplied the data, which were then processed through reduction, display, and conclusion-drawing stages. Findings show that the four marketing-mix elements applied at SRC Nesya product, price, promotion, and service jointly contribute to stronger purchase decisions among consumers. Shoppers reported being drawn in mainly by product variety, prices matched to local buying power, quick and friendly service, and face-to-face promotion. Overall, the study concludes that well-designed marketing strategy can lift consumer purchase decisions while helping traditional retailers stay competitive as modern retail continues to expand
Co-Authors Anggi Yuliani Dina Nadiyah Faiqoh Robi Santoso Vera Agustina