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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.

The results of the study show that pricing strategy contributes dominantly to increasing sales, but the lack of digital promotion causes limited market reach. Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving national economic development and providing employment. However, in facing an increasingly competitive market, MSMEs need to implement efficient marketing strategies to ensure sustainability and sustainable growth. This community service activity aims to provide knowledge and assistance to Indonesian Es Teh MSMEs regarding the implementation of flexible marketing strategies, both through digital and traditional channels. The activity took place at the Es Teh Kampung Solo outlet in Kramatwatu Square. The methods used included counseling, training, and assessment of marketing strategy implementation, with a primary focus on optimizing social media as an interactive and competitive digital promotional tool. The results of this activity demonstrated a significant increase in MSMEs' understanding of strategic marketing planning, promotional innovation, and the use of digital platforms to expand market reach. Thus, it is hoped that digital-based marketing strategies can strengthen the competitiveness and sustainability of MSMEs. This activity is expected to contribute to increasing the competitiveness and sales volume of the Kampung Solo Es Teh MSME in a sustainable manner through the implementation of a modern marketing approach that is responsive to technological changes.

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 study aims to analyze the impact of marketing mix elements on visitor satisfaction at Papuma Beach in Jember, with a focus on Generation Z as the primary target. The marketing mix examined includes word-of-mouth promotion, location, entrance ticket prices, products and services, and available facilities. This research employs a quantitative approach using multiple linear regression analysis, along with partial and simultaneous tests to measure the influence of independent variables on visitor satisfaction. Data were collected through questionnaires distributed to 100 Generation Z respondents, as well as observations and interviews. The findings indicate that, partially, word-of-mouth promotion, location, and facilities do not significantly affect visitor satisfaction. However, ticket prices and the quality of products and services at Papuma Beach significantly influence visitor satisfaction. Simultaneously, the marketing mix affects Generation Z visitor satisfaction with a contribution of 73.5%. The main factors determining visitor satisfaction are the natural beauty, appropriate ticket pricing, and the quality of services provided. This study recommends that Papuma Beach management pay closer attention to marketing strategies aligned with Generation Z preferences and enhance the attraction of the tourist site through service innovations and facility improvements.

Entrepreneurship plays a crucial role in economic growth, especially for small and medium enterprises (SMEs). One of the main factors for entrepreneurial success is the effective implementation of the marketing mix. This paper discusses the concept of the marketing mix in entrepreneurship by highlighting the 4P elements (Product, Price, Place, Promotion) which have evolved into 7P with the addition of People, Process, and Physical Evidence. The discussion includes the implementation of the marketing mix, strategies for facing business challenges, and its impact on competitiveness and business growth. This study highlights how entrepreneurs can optimize marketing elements through product innovation, value-based pricing strategies, the use of digitalization in distribution, as well as social media-based promotion and marketing technology. Additionally, this paper reviews various challenges in the implementation of the marketing mix, such as limited capital, intense competition, and changes in consumer behavior, as well as adaptation strategies through guerrilla marketing, strategic partnerships, and data-driven approaches. The findings in this study indicate that the application of a flexible and innovative marketing mix can enhance business competitiveness and sustainability. By understanding the relationship between the marketing mix and entrepreneurship, entrepreneurs can develop more effective marketing strategies to face the ever-evolving market dynamics.

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 study examines the intense competition in the contemporary franchise beverage industry in Gorontalo City, where consumers have many choices that affect loyalty to certain brands. This study aims to analyze the effect of brand equity and marketing mix on customer loyalty. This descriptive quantitative research uses accidental sampling with 100 samples. Data analysis includes statistical tests as well as Structural Equation Modeling (SEM) models. This study shows that brand equity and marketing mix have a positive and significant effect on purchasing decisions, both partially and simultaneously, with the t-count and f-count values exceeding the table limit at the 95% confidence level. SEM-PLS analysis confirmed the significant relationship with p-values of 0.05 and t-statistics of 1.96, supporting the tested model. The research conclusion shows that brand equity and marketing mix have a significant influence on purchasing decisions. As advice, business owners of contemporary beverage franchises in Gorontalo City are advised to strengthen brand equity, as well as optimize creative and effective marketing strategies to increase competitiveness.

This research aims to determine and analyze the influence of marketing mix and brand image as a marketing strategy. Before marketing activities occur, it is important for business actors, in this case weaving SMEs in Bima City, to know buyer behavior first to know what strategies will be implemented to market woven products. Determining a marketing strategy through a marketing mix that is right on target and increasing the brand image of woven products can increase consumer purchasing decisions as well as an effort to maintain the existence of local products in Bima City. The type of research in this research is quantitative. The method used in this research is an explanatory survey approach, namely through collecting data from respondents. The research instrument used was a questionnaire with a Likert scale containing a list of questions for respondents to answer. The sample in this study amounted to 200 people. Then, to test the research, it was carried out with the help of Smart Partial Least Square (SmartPLS) Software. The research results marketing mix and brand image have a significant influence on the decision to purchase woven fabric as an effort to maintain the existence of local products in Bima City

In the contemporary business environment, which is prone to competition, marketing can be considered as a series of structured business activities to plan, produce, price, promote, distribute goods, services, and ideas. The marketing mix is considered as one of the most important aspects of the marketing process, especially in MSMEs which are now growing very rapidly. This study was conducted with the aim of determining the marketing mix in the with love milli business which is used to drive product sales and create competitive advantages. This study uses a qualitative descriptive method that uses data collection techniques in the form of in-depth and structured interviews and observations. Based on the results of the interview, with love milli has implemented a marketing mix (product, price, promotion, place) to create competitive advantages and increase sales.

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 growth of MSMEs in Indonesia, particularly in the culinary sector, holds substantial potential for bolstering the national economy, with Coblong District in Bandung City emerging as a rapidly developing hub; however, despite the fierce competition, the success of culinary MSMEs in this area is influenced not only by product quality but also by factors such as service quality and the marketing mix, prompting this study to investigate their contribution to the success of culinary MSMEs in Coblong District, using a quantitative approach where data from 36 MSMEs were collected via questionnaires, and although the results of multiple linear regression analysis reveal that neither service quality nor the marketing mix have a significant impact on the success of these MSMEs, both factors still play an essential role in supporting customer satisfaction and achieving business goals.

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.