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This study aims to analyze the marketing strategy implemented by Catering Lapak Ning Icha to increase consumer purchase intention. The background of this research is the intense competition in the culinary MSME sector, particularly catering services, which demands effective and sustainable marketing strategies. A qualitative approach with a case study design was employed. Data were collected through in-depth interviews, observations, and documentation involving the business owner (represented by the operator), employees, and consumers. Data analysis was conducted using the Miles and Huberman model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that the marketing strategy based on the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) plays a significant role in increasing consumer purchase intention. In terms of product, the catering maintains taste quality, cleanliness, and menu variety. Pricing is set affordably and competitively. Easy location access and accurate ordering and distribution processes support the place and process aspects. Promotion is carried out organically through social media and word of mouth. Additionally, friendly and professional employee service, as well as physical evidence such as a clean business environment and neat packaging, contribute to positive consumer perceptions. The implications of this study suggest that consistent and integrated marketing strategies aligned with consumer needs can effectively enhance purchase intention and customer loyalty. This research serves as a reference for culinary MSME actors in designing effective and sustainable marketing strategies.

This community service program aims to implement a technology-based digital marketing mix strategy to promote the education program of the Barisan Mujahid Matita (BMM) Da'wah House to teenagers in the Titipapan area, Medan. The methods used include digital audience analysis to identify the characteristics of Generation Z, planning data-driven content strategies using artificial intelligence (AI) tools, and implementing integrated digital campaigns through various social media platforms such as Instagram, TikTok, and YouTube. The activities also include intensive mentoring and practical training for adolescents in creative content creation, da'wah copywriting, social media management, and digital campaign performance evaluation. The results of the program showed an increase in adolescent participation in BMM's education program by 65%, a growth in social media engagement by 200%, and the formation of an independent and sustainable adolescent digital content team. This program proves that the integration of digital technology in religious education marketing strategies is not only effective in reaching adolescents, but also encourages active engagement, creativity, and positive digital literacy in the community.

This study aims to evaluate the effectiveness of the implementation of the marketing mix in SMEs in the laundry service sector, focusing on the 7P elements: product, price, promotion, place, process, people, and physical evidence. The research uses a descriptive qualitative method with data collection techniques including interviews, observations, and documentation with laundry business owners. The results show that a diverse range of services, competitive pricing, strategic location, and structured work processes contribute to the sustainability of the business. However, challenges such as unpredictable weather, timeliness, limited facilities, and suboptimal promotion still pose barriers to improving service quality. The findings highlight the importance of strengthening digital promotion, modernizing equipment, and improving the accuracy and consistency of human resources (HR) to enhance the effectiveness of the marketing mix. With improvements in these areas, laundry SMEs can enhance their competitiveness and provide better service to customers, thus strengthening their position in a competitive market.

This study aims to analyze the marketing strategies implemented by CV Mitra Agung to increase consumer purchasing interest in the Sungai Pinyuh District. Using a qualitative descriptive approach, data collection was conducted through in-depth interviews, direct observation, and documentation studies. The results of the analysis indicate that the implementation of an integrated marketing mix (product, price, place, and promotion) has been significantly successful in increasing both consumer purchasing interest and loyalty. The main supporting factors for this success include offering products with consistent quality, setting competitive prices compared to competitors, active and creative promotions, especially through the use of social media, and selecting a strategic and easily accessible business location. Despite showing positive results, this study also identified several challenges faced by the company, namely limited operational capital and limited market reach, which need to be addressed for future business development. Based on these findings, several important recommendations are provided, These include continuous innovation in product variants, optimizing and maximizing the use of digital media platforms to increase brand awareness, and improving the quality of customer service. These recommendations are expected to help CV Mitra Agung expand its market share, improve sales performance, and ensure business sustainability.

The Marketing Mix strategy is a combination of various marketing elements that include product, price, distribution place, and promotion. The Marketing Mix strategy, also known as the marketing mix is a concept in marketing that explains four main elements that must be managed in an integrated manner to achieve marketing objectives. In general practice, the using of QRIS is a payment standard using a QR code developed by Bank Indonesia and the Indonesian Payment System Association to simplify and accelerate digital transactions. Through VOSviewer analysis, the implementation of QRIS can have a positive impact on the operations and business performance of MSMEs, and the marketing mix strategy in the context of business digitalization becomes an important approach to maintaining MSME competitiveness. The results of the VOSviewer visual map analysis and the review of previous State of the Art research indicate that most existing studies still focus on aspects of QRIS adoption and transaction efficiency alone. These studies generally highlight how digital payment system is able to  improve the speed, security, and convenience of transactions but have not yet widely linked them directly to marketing mix strategies and consumer purchasing decisions. This indicates a research gap in understanding the role of QRIS is not only as a transaction tool but also as part of the marketing strategy that influences consumer behaviour.

This study aims to identify the business strategies implemented by used motorcycle showrooms and to examine their impact on the income generated. The research focuses on four used motorcycle showrooms located on Jalan Panglima, Kuala Tungkal, Tanjung Jabung Barat Regency. The intense competition in a concentrated area encourages each showroom to adopt appropriate strategies to remain competitive and sustain stable income. This research uses a qualitative approach with a comparative study method. Data were collected through observation, in-depth interviews, and documentation. Data analysis was carried out using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. The results show that each showroom implements different business strategies based on their internal strengths and market characteristics. Showrooms that combine the marketing mix (7P) with good service approaches tend to earn higher income. Additionally, Islamic business values such as honesty, transparency, and trustworthy service contribute to the effectiveness of the strategies applied.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

This research aims to determine marketing strategies through SWOT analysis with a focus on segmentation, market position, targeting and marketing mix, which aims to increase consumer buying interest at Restaurant Garuda. The research results show that Restaurant Garuda implements various marketing mix strategies that influence the SWOT analysis, placing it in quadrant I (SO quadrant). This indicates a successful implementation of the odds and profits strategy, although with a slight difference of 2.4:2.95. Garuda Restaurant emphasizes the aspects of price, product, location and physical form of the building as the main factors that stimulate consumers' buying interest to try and remain loyal to their products. To maintain and increase consumer buying interest, it is recommended that Restaurant Garuda adopt product development strategies, improve brand image and maintain price stability. By implementing these strategies, it is hoped that Restaurant Garuda can maintain and increase their market share and customer satisfaction.

This research aims to analyze the influence of the marketing mix and service quality This study aims to analyze the influence of the marketing mix and service quality on customer satisfaction and its impact on customer loyalty at PT Delta Primalab Scientific. The marketing mix, which includes product, price, place, and promotion, is considered a crucial element in influencing customer satisfaction. In addition, service quality, which encompasses responsiveness, reliability, and empathy, also plays a significant role in building customer satisfaction and loyalty. This research employs a quantitative method using a survey technique (questionnaire) involving a sample of customers from PT Delta Primalab Scientific. The population of this study consists of 61 customers of PT Delta Primalab Scientific. The sampling technique used is the Slovin method, with a sample size of 53 respondents. Data analysis was conducted using SEM-PLS to determine the direct influence between the variables studied. The research results show that the marketing mix significantly influences customer loyalty (β₁ = 0.352, t = 3.747, p = 0.000). Service quality significantly affects customer loyalty (β₂ = 0.319, t = 2.478, p = 0.014). Customer satisfaction significantly impacts customer loyalty (β₃ = 0.320, t = 2.690, p = 0.007). The marketing mix significantly influences customer satisfaction (β₄ = 0.453, t = 3.799, p = 0.000), and service quality significantly influences customer satisfaction (β₅ = 0.445, t = 3.830, p = 0.000).

The role of the promotion mix is crucial to the survival of a company or organization. Through a mixture of promotions, companies can inform and influence consumer or customer decisions just as they do with a beach tour. As for this study, it aims to measure the role of the mix of promotions carried out by coastal tourism galeong on the decision of visiting tourists. This research uses descriptive qualitative methods. Data is collected through interviews and observations. The results of the research showed that the coastal tourism management made adjustments to the role of the promotion mix. This adjustment is made by leveraging digital media and establishing good relationships with people, governments and end-users.

Melotot Geprek Chicken Shop which is located at Jl. Sk Syahbudin, Ruko Puri Mayang, Mayang Mangurai, Jambi city. This Geprek Chicken Shop not only provides Geprek Chicken, but also provides toppings such as omelettes, liver gizzards, quail eggs, tofu-tempeh, perkedel, fried petai and others. The phenomenon or event that can be felt directly by researchers is, the Geprek Melotot Chicken Shop with a simple and not luxurious building design, ordinary service, and product sales that only use a word of mouth strategy, resulting in a lack of turnover as expected and what has been achieved. planned. So the aim of this research is to find out what marketing strategies are to increase sales, what obstacles are faced and what are the solutions in dealing with marketing strategies. The discussion of this research is related to the theory of increasing sales, MSMEs, Marketing Strategy, Halal Labeling, and Constraints in MSME Development. This research is a type of Qualitative research with a descriptive approach, using primary data sources and secondary data. The subjects of the research are Shop Owners and Consumers. Data collection techniques are observation, interviews and documentation. The results of this study indicate that the strategy implemented by Toko Ayam Geprek Melotot in increasing sales is by using the 9P marketing mix strategy (product, price, place, promotion, people, process, physical evidence, payment, packaging), namely product strategy, price, location, promotion, people, process, physical evidence, payment, and packaging.

  This research is motivated by the increasing population in Indonesia which will further increase the need for housing in the future. This study aims to analyze the influence of marketing mix on customer decisions to choose BSI Griya at BSI KCP Natar bank. The method used is a quantitative method. Using primary and secondary data. The population of this study were BSI KCP Natar Bank customers who took BSI Griya financing products as many as 86 respondents with calculations using the slovin formula. The data collected were analyzed using multiple linear regression methods assisted by SPSS 25 software. The results showed that all Marketing mix variables (Product, price, location, promotion, employees, physical evidence, and process) had a positive and significant effect with a significance value <0.05. Product has a significance value of 0.00 <0.05, Price significance value of 0.00 <0.05, Location significance value of 0.00 <0.05, Promotion significance value of 0.001 <0.05, Employees significance value of 0.00 <0.05, Physical evidence significance value of 0.00 <0.05, Process significance value of 0.00 <0.05. and the calculated F value of 1034.606> 2.129 with a significance of 0.00 so that the Marketing mix (Product, price, place, promotion, people, physical evidence, and process) simultaneously has a significant positive effect.

This study aims to determine and analyze how the marketing strategy is carried out by PT. Bintang Sayap Utama in Malang in expanding market share. The data analysis technique used by the researcher is quantitative descriptive analysis used to determine the marketing mix, internal and external environment, using SWOT analysis, and to support the use of quantitative analysis in the IFE, EFE, IE, and AHP matrices. The results of the study indicate that the main priority criteria considered by experts in expanding market share is product development. The main priority alternative considered by experts in product development is to carry out distribution cost efficiency.  

Tintun's Cookies, an SMEs of pastry and cookies that has been established for more than 10 years, plans to expand overseas. This study aims to identify countries with potential for Tintun's Cookies products, analyse external and internal factors, and formulate appropriate export strategies for Tintun's Cookies in preparing for exports to the target country. The research method uses Market Research Analysis using Trademap data and indicators such as import tariffs, requirements, trends, and distance in the destination country, PESTEL, EFE, IFE, and Marketing Mix 7ps. The results of the study show that Malaysia is the recommended country to be the main export destination for Tintun's Cookies products. This is supported by high market demand, proximity, elimination of import tariffs, ease of regulation, and cultural and product trend similarities. Based on the intersection of the IFE and EFE matrices, it shows that Tintun's Cookies is in quadrant 1, namely Grow and Build, where this position shows that Tintun's Cookies is in good condition in terms of strengths and opportunities and has the capability to export cookies to Malaysia. Thus, it is recommended a marketing strategy to take advantage of opportunities by developing products, market penetration, and market development. Some of the proposed strategies are to meet export requirements in Indonesia and Malaysia through export training from the government, meet labelling and identity requirements for cookies in Malaysia, set competitive selling prices, collaborate with the government and e-commerce media to reach consumers.    

In today's digital era, the role of social media in marketing has become increasingly significant, but there is still a lack of research exploring its influence on traditional products such as iced tea poci. Marketing strategy is a method of generating profits and goals. By improving the products the company sells. This strategy is one of the marketing mix strategies that companies often consider.  This Poci iced tea UMKM was founded in 2022 and is located in the Pelita Bangsa University canteen. The aim of this research is to examine the influence of social media and price on purchasing decisions for iced tea pots, both partially and simultaneously. A quantitative research approach is applied in this research which focuses on a causal approach. Determining the sample used was through incidental/accidental sampling techniques. Data from 100 respondents was collected using a questionnaire as a data collection instrument and to analyze the data, multiple linear regression analysis techniques were used. The results of this study show that (1) social media has a positive and significant effect on the decision to purchase iced tea teapots (2) price has no effect on the decision to purchase iced tea pots (3) social media and price have a significant effect on the decision to purchase iced teapots. These results indicate that the marketing mix and marketing strategy are very important in driving sales of the Teh Poci beverage business.

This research aims to examine what factors influence the level of customer loyalty of GeraiHALO Telkomsel Wonosobo, Central Java. The population in this study are customers who have subscribed or are currently subscribing to Telkomsel Kartu HALO, simPATI and AS product services, having subscribed for at least six months. Determining the sample in this research used the probability sampling method. This analysis uses the Importance Performance Analysis (IPA) method which is used to determine the level of importance and perception (expectations) of the Marketing Mix towards customer satisfaction implemented by the company. The results of the IPA analysis show that the dominant factors influencing customer loyalty are product quality, price, distribution variables. and promotion variables in this research are quite good in explaining customer perceptions. The author's advice to companies is that companies create products that are superior in quality, and always maintain product quality, namely by always innovating products that are tailored to customer desires for the product. Apart from that, companies must always pay attention to customer complaints by minimizing customer complaints.

This study was conducted with the aim of analyzing the effect of  arketing mix   on purchase decisions at MSME Medan city.The research objective is to determine the effect of marketing mix on purchasing decisions both partially and simultaneously. The method of analysis in this study uses descriptive data analysis and quantitative approach. Data processing in this study using SPSS version 24.00 software program. The results showed that product and promotion had a significant effect on purchase decision. Meanwhile, the place and price variable partially have no significant effect on the purchasing decision variable.

The Marketing Mix is ​​known as 4P and has components, namely product, price, place and promotion. Mirabella Batik Shop, Jambi City is a business that operates in the field of selling genuine Jambi batik and batik from outside Jambi or from Java. Various types of batik materials such as handloom, silk, semi-silk, sanwos, cotton, semi-written. And types of motifs such as Angso duo, Kapal Sangat, Durian Pecah, Tampuk Manggis and Kopi. This Mirabella batik shop is very good with good quality products. The problem faced by the Mirabella Batik Shop in Jambi City is that sales have decreased in sales volume, the marketing strategy looks good but it is difficult to attract consumers. Mirabella Batik Shop, apart from using social media to promote its products, the batik shop also uses a Word of Mouth (WOM) system, which can be called word-of-mouth promotion. This research aims to determine the application of marketing mix analysis in attracting consumer buying interest in Mirabella Batik, Jambi City. The location of this research is located on Jalan Sultan Agung No. 21 Rt 16/02 Kel. Pure District. Telanalpura Simpang Pulai, Jambi City. This research is a qualitative descriptive research, because it aims to describe the conditions and phenomena in the field at the Mirabella Batik Shop, Jambi City and uses data collection techniques in this research, namely interviews, observation and documentation. The data source in the research is primary data from interviews with shop owners, shop employees and consumers. And secondary data from books and journals. The research results show that there are 4 marketing mixes carried out by the Mirabella Batik Shop in Jambi City, namely Product, Price, Place and Promotion. The influence on the Marketing Mix at the Mirabella Batik Shop, Jambi City, the product quality is very good, but attracting consumers is very difficult due to competitiveness in other shops.    

In the modern era, advancements in technology and information have transformed traditional communication into digital formats. Companies leverage technology to compete and survive in a competitive environment. Social media plays a crucial role in interaction, information exchange, and collaboration, serving as a powerful business promotion tool due to its broad reach. In global marketing, companies must develop creative and adaptive strategies to utilize social media effectively. This study employs a qualitative descriptive method to identify the success factors of marketing strategies using social media in a global context. The findings indicate that global marketing strategies require a deep understanding of target markets, positioning, marketing mix, and budgeting, as well as adaptation to cultural, economic, and legal factors in the target markets.

This research was conducted in the form of an internship process to observe how the use of integrated communication strategies (IMC) and marketing mix carried out by PT Bank Riau Kepri. The data collection method is carried out through a process in the form of an interview process used to analyze the data needed through the results of the interview. Then the observation process is carried out by directly observing the author accompanied by reference sources in the form of journals, books and articles as supporting media in the success of the observation process. The results that have been shown in this study are how the application of advertising and promotion, public relations, direct and digital marketing in PT Bank Riau Kepri for observation of IMC. As well as how the application of the 4P strategy namely product, price, place and promotion (Marketing Mix) implemented by PT. Bank Riau Kepri.