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All Journal Takuana: Jurnal Pendidikan, Sains, dan Humaniora
Harry Nugraha
Universitas Teknologi Digital Bandung
Arts Humanities Education Social Sciences

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Analisis Strategi Pemasaran Menggunakan Marketing Mix (7P) dalam Meningkatkan Jumlah dan Loyalitas Anggota pada Koperasi Mitra Dhuafa Cabang Cikalong Wetan Harry Nugraha; Adi Heryanto
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 5 No. 1 (2026): Takuana (April-June)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v5i1.573

Abstract

This study examines the implementation of the 7P marketing mix at Mitra Dhuafa Cooperative (KOMIDA), Cikalong Wetan Branch, and its role in improving membership growth and member loyalty. A qualitative case study approach was employed using observations, semi-structured interviews with five key informants, and document analysis. Data were validated through source and method triangulation and analyzed using thematic analysis. The findings reveal that people, process, and promotion are the most influential marketing mix elements affecting member loyalty and membership growth. Strong interpersonal relationships between field officers and members foster emotional loyalty, while limitations in service processes and digital promotion constrain organizational competitiveness. The study concludes that integrating all seven marketing mix elements with digital transformation is essential for strengthening member loyalty, attracting new members, and enhancing the long-term sustainability of microfinance cooperatives.
Co-Authors Adi Heryanto