Indonesian Journal of Business Analytics (IJBA)
Vol. 5 No. 6 (2025): December 2025

Implementation of the 7P MIX Marketing Strategy in Iwabeka Cafe Services to Increase Competitiveness

Salsa Rahmawati Saputri (Unknown)
Hilwa Rohmahdiniyah Nur Azizah (Unknown)
Sudarmiatin (Unknown)
Wening Patmi Rahayu (Unknown)

Article Info

Publish Date
16 Dec 2025

Abstract

Globalization drives major changes in the business environment, so companies need to implement adaptive and customer-oriented strategies. In the service industry, success is greatly influenced by an effective service strategy through the 7P Marketing Mix concept, which emphasizes the importance of service quality, human resources, and physical evidence in building customer satisfaction and loyalty. This study analyzes the application of the 7P marketing mix in Iwabeka Coffee & Eatery services in Malang City and its impact on business competitiveness. The method used is descriptive qualitative through in-depth interviews and observations. The results of the study indicate that the 7P marketing mix plays an important role in increasing competitiveness and creating sustainable competitive advantages for cafes.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...