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All Journal Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri
Famella, Gading Adithia
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Computer Science & IT Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering

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Analysis of the 7P Marketing Mix and Strategic Recommendations Using an Omnichannel Approach: A Descriptive Study of Cooler City, Telukjambe Timur, Karawang Maulidin, Wildan Fatchan; Wahyudin, Wahyudin; Indriyani, Septia; Famella, Gading Adithia
JTI: Jurnal Teknik Industri Vol 11, No 1 (2025): JUNI 2025
Publisher : Universitas Islam Negeri Sultan Syarif Kasim Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24014/jti.v11i1.32944

Abstract

This study examines the integration of the 7P marketing mix with a multichannel approach at Cooler City Telukjambe Timur Karawang, focusing on its impact on customer experience and business competitiveness. This study addresses the gap in understanding how this strategy is implemented in the Indonesian food and beverage industry, especially in a competitive market. Using a descriptive qualitative method, data was collected through management interviews, direct observation, and digital platform analysis. The study findings revealed that implementing the 7P strategy increased customer engagement through diverse product offerings, flexible pricing, strategic locations, and active social media promotions. However, some areas that need improvement include optimizing digital promotions through influencer collaboration and developing a direct ordering platform. The study concluded that although the 7P and cross-channel strategies have been implemented effectively, continuous digital marketing and staff training innovation is essential to maintain competitiveness and support sustainable growth in the ice cream and beverage sector. Recommendations emphasize enhancing digital promotion strategies and improving customer service processes to ensure a consistent customer experience across all channels.Keywords: Marketing Mix, 7P, Omnichannel, Cooler City, Karawang
Co-Authors Indriyani, Septia Maulidin, Wildan Fatchan Wahyudin Wahyudin