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All Journal Journal of Business and Halal Industry
Randusiwi, Rejekining
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Economics, Econometrics & Finance

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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 Herlinda Maya Kumala Sari, Herlinda Maya Kumala