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Journal : Journal of Business and Halal Industry

Decoding Marketing Mix Effects: Insights from Indonesia Sari, Herlinda Maya Kumala; Randusiwi, Rejekining
Journal of Business and Halal Industry Vol. 1 No. 4 (2024): June
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbhi.v1i4.260

Abstract

This study investigates the efficacy of the marketing mix strategy in boosting sales to customers in the Sidoarjo area, addressing a gap in understanding its impact on local consumer behavior. Utilizing a descriptive quantitative approach, data was gathered from 96 respondents through a structured questionnaire offering five response options, analyzed using SmartPLS 3.0 software. The results indicate that product quality significantly enhances consumer acceptance, positively influencing sales. Additionally, the study confirms that other marketing mix elements such as place (access), price, and promotion also significantly contribute to the success of marketing strategies by ensuring good accessibility, affordability, and effective promotional activities. These findings suggest that a well-coordinated marketing mix can effectively drive sales performance in regional markets.
Co-Authors A, M Rayhan Abdul Rofik, Abdul Adinda Lestari Ningsih Adirama, Kelvin Fitriyan Agustina, Aninda Agustini, Elly Akyun, Rizki Khurrota Anggy Wahyu Priandini Angraeni, Dian Fransisca Dewi Nur Anzas Budi Cahyani, Firlin Eka Kurnia Cindy Cahyaning Astuti Detak Prapanca Dewi, Ade Annisa Dwi Mega Aprilia Eny Maryanti Farih Ayu Mukhoirotin Sirojul Umma Rosyihin Firdaus, Nala Alifiyah Firmansyah, Eggy Dwi H, Lutfia Hariasih, Mistih Hidayah, Fatikhatu I, Mariza Ica, Zulfatul Izzah Ira Nurdiani Islamiyanti, Erni Izza Nikmatur Rokhmah Julianto Julianto Kumara Adji Kusuma Kurniawan, Rifan Faris Lilik Indayani Lisa Ayu Pransiska Luluk Putri Fauziah Lusi Rahmawati M Hafis Alwi Marcelino, Marcelino Masulah, Siti Anisatul Mawarda, Rohdotul Misti Hariasih Muhammad Shalahudin Hidayat Nihlatul Kudus Sukma N Nur Ainun Jariyah Nur Fauziatin Anisa Nurcahyani, Amaliasari Nuril Lutvi Azizah Nurjanah, Firda Awalul Pambudianna, Badzliah A Ghaisani Prasetyo, Agil Bagus Prasetyo, Totok Dwi Pratiwi, Cindi Suryaning Prayogo, Kurniawan Didit Purwanto, Muhammad Rosi Putra, Bisma Akbar Wahyu Tri Ramadhani, Farikhah Randusiwi, Rejekining Rifka Ulinnuhya Annafa Rita Ambarwati Rita Ambarwati Sukmono Santi Rahma Dewi Santoso, Muhammad Nur Habib Saputri, Anisa Herwi Saputri, Norma Suviyahtin Wahyu Sarwenda Biduri Selvia Rachmawati Selviana, Sella Maya Setiyono, Wisnu Panggah Sofielia, Dhea Irwanda Sriyono Sriyono Sriyono Sriyono Sriyono Sriyono Sumartik Supardi Supardi Supardi Suryo, Vivanda Adi Prima Ulumudin, Muhamad Ihya Umah, Rizdatul Utami, Siska Putri Vera Firdaus Wanti, Fadilah Herdiana Yanti, Eva Indra Dwi