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Lubis, Fitriani Surayya
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Analysis of Haura Mart's Marketing Strategy Using the Marketing Mix Method and the SOAR in Dealing with the Competition Sekar, Intan Ayu; Umam, Muhammad Isnaini Hadiyul; Lubis, Fitriani Surayya; Yola, Melfa; Hartati, Misra
IJIEM - Indonesian Journal of Industrial Engineering and Management Vol 6, No 3: October 2025
Publisher : Program Pascasarjana Magister Teknik Industri Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/ijiem.v6i3.31592

Abstract

This research to analyze the marketing strategy of Haura Mart supermarket in facing competition, namely by using the Marketing Mix (7P) method and the SOAR (Strengths, Opportunities, Aspirations, and Results) if you want to increase sales. Marketing Mix consists of Product, Price, Place, Promotion, Physical Evidence, People, and Process which are used to identify the most dominant factors in marketing objectives. while the SOAR method is the result of the analysis of the most dominant or influential factors of the marketing mix strategy (7P). The results of this study found that the most influential on the Marketing Mix method was  from the results of the t-test, it was found that the factors that influenced sales volume were place with a t-value of 2.784, promotion with a t-value of 2.902, people with a t-value of 2.630, and process with a t-value of 2.133. This is because t-value > t-table (1.986). And SOAR calculations with the result of the total IFE matrix score is 3.518 and the total EFE matrix score is 3.737.So that the SA method, OA method, SR approach, and OR method marketing mixare the most effective strategies to increase Haura Mart supermarket sales in facing competition.
Co-Authors Al-As'ad, Faiz Al-Ghozy, Athaullah Ahmad Amanda, Suci anwardi, anwardi Burrahman, Habi Dharma, Satrio Arya Dwi Arini, Jean Retno Frenita Zurids, Adilla Gusti Fara Hitari, Belia Hadiyul Umam, Isnaini Hamdy, Muhammad Ihsan Handika, Puri Tri hanifah hanifah Harpito, Harpito Hartati, Misra Hidayat, Ferdi Gusman Ismu Kusumanto Lisnasari, Srie Faizah Mayuta, Fadhila Putra Mayuta, Fadhila Putri Melfa Yola, Melfa Muhammad Muhammad Nur Muhammad Rizki N. Nazaruddin Nazaruddin Nofirza Nofirza Nofirza Rifki Alfarizi Rika Taslim Saputri, Anggi Lisa Sekar, Intan Ayu Sri Wahyuni, Annisa Suherman, Suherman Syafnan Syafnan Syalsabila, Nadya Tengku Nurainun Umam, Muhammad Isnaini Hadiyul Vera Devani Wahab, Mohammad Ikbar Bin Abdul Wilda, Yulia Wulandari, Ayuni