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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 highly competitive healthcare industry in Cirebon poses a significant challenge for Klinik Utama X, especially as a non-BPJS facility. This condition requires a paradigm shift from a provider-centric marketing mix to a patient-centric approach to retain patient loyalty. This study aims to evaluate and formulate the marketing strategy of Klinik Utama X using a comparative 4P (Product, Price, Place, Promotion) and 4C (Customer Solution, Customer Cost, Convenience, Communication) approach based on SWOT analysis. This research used a qualitative descriptive design with purposive sampling, gathering primary and secondary data through in-depth interviews, observations, and document studies. The data were systematically evaluated using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The findings reveal that the clinic is strategically positioned in Quadrant I, with an IFAS score of 2.53 and an EFAS score of 2.60, indicating strong internal capabilities to seize external opportunities. The recommended aggressive growth strategy involves integrating psychiatric and aesthetic services, penetrating the Business-to-Business (B2B) market through corporate medical check-ups, accelerating digitalization via telemedicine and online queuing, and preparing for BPJS accreditation. The managerial implications suggest that the clinic must prioritize resolving internal human resources and strengthening financial record-keeping systems before investing heavily in medical assets, while actively expanding digital convenience and corporate partnerships to secure short-term financial stability.

The tempe chip industry in Sanan Village, Malang City, represents a culturally embedded small and medium enterprise (SME) cluster that has contributed to the local economy for decades. However, intensifying intra-cluster competition, soybean price volatility, and shifting consumer behavior have placed increasing pressure on the competitiveness of businesses in this area. This study aims to analyze the marketing strategy implemented by Keripik Tempe Dua Karunia — one of the pioneering enterprises in Sanan Village that has been operating since 1980 — and to identify the marketing strategy factors that contribute to enhancing its competitive advantage. A qualitative descriptive approach was employed through field observation, in-depth interviews with the business owner, and documentation analysis. The analysis is grounded in the 4P marketing mix framework — Product, Price, Place, and Promotion. The findings reveal that Dua Karunia builds its competitiveness through four strategic pillars: (1) product differentiation through multi-flavor diversification and consumer-driven customization; (2) cost-based pricing that is adaptively managed through shrinkflation tactics in response to raw material price fluctuations; (3) multi-channel distribution that integrates direct outlet sales with digital platforms (Shopee and WhatsApp); and (4) long-established word-of-mouth reputation-based promotion reinforced by active e-commerce presence. This study concludes that the consistent integration of all four marketing mix elements, supported by family-based operational flexibility and the cultural heritage value embedded in the product, constitutes the primary source of sustained competitive advantage for Dua Karunia amid increasingly intense cluster competition. These findings carry practical implications for similar SMEs seeking to design adaptive, competitiveness-oriented marketing strategies.

Educational institutions increasingly face competitive pressures in attracting and maintaining student enrollment, particularly within the private school sector. This study examines educational marketing strategies implemented to increase student enrollment in Catholic private schools. The research focuses on two institutions, namely SMA Strada Santo Thomas Aquino and SMA Katolik Lia Stephanie, which demonstrate different enrollment trends and marketing approaches. A qualitative exploratory method was employed to understand institutional strategies and marketing practices in their natural contexts. Data were collected through observation, semi-structured interviews, and documentation conducted between August and December 2025. Data validity was ensured through source and technique triangulation, while analysis followed the Miles, Huberman, and Saldana model consisting of data condensation, data display, and conclusion drawing. The findings reveal that both schools implement educational marketing strategies based on the marketing mix framework (7P), including product, price, place, promotion, people, process, and physical evidence. SMA Strada Santo Thomas Aquino applies a community-relational approach that emphasizes Catholic values, alumni loyalty, school reputation, and word-of-mouth communication within community networks. SMA Katolik Lia Stephanie adopts a differentiation-professional approach by offering flagship academic programs, modern facilities, and structured promotional strategies coordinated by a dedicated marketing team. The effectiveness of these strategies is supported by church networks, alumni engagement, foundation support, and consistent educational service quality. Several challenges were identified, including limited marketing resources, insufficient digital marketing competence, and increasing competition among private schools. Strengthening adaptive and innovative marketing strategies is essential for maintaining institutional competitiveness and sustaining student enrollment in Catholic private educational institutions.

In this modern technological era, many organizations conduct fundraising activities through charity programs. One such organization is Baitulmaal Munzalan Indonesia, Pontianak Branch, which organizes a charity market program to collect funds or goods that can be used to help people obtain the items they need at affordable prices.This study aims to analyze the various marketing strategies used in the charity market program of Baitulmaal Munzalan Indonesia, Pontianak Branch. The research involved 10 informants, consisting of 1 employee of Baitulmaal Munzalan Indonesia, Pontianak Branch, and 9 consumers of the charity market. The researcher employed a qualitative research method by conducting a case study on the selected object. The data collection techniques used in this study included documentation, interview and observation. The purpose of this study was to identify the marketing strategies of the charity market program and to explore ways to improve them. The result of this research suggest that the charity market program applies seven marketing strategies, namely segmentation, targeting, positioning, promotion, place, product, and price. The marketing strategies of the charity market at Baitulmaal Munzalan Indonesia, Pontianak Branch, already cover many important aspects and demonstrate good potential. However, there are still some elements that need to be refined and added in order to make the strategies more effective and attract greater community participation

This study aims to determine: 1) The effect of the product on customer loyalty, 2) Price influence on customer loyalty, 3) The influence of place / location on customer loyalty, 4) The influence of promotion on customer loyalty, 5) The influence of people / employees on customer loyalty, 6) Effect of physical facilities on customer loyalty, 7) Effect of process on customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi. Type of research conducted is Expost-Facto, the number of study population as much as 834 people, Proportional sampling technique Simple Random Sampling. The sample of this research is customer Bank BRI Unit Ampek Nagari Cabang Bukittinggi numbered 114 people. Data were collected through questionnaires using Likert scale models that have been tested for validity and reliability. Data analysis technique used is Path Analysis (Path Analysis). The research results are: 1) There is significant influence between product to customer loyalty, 2) There is a significant influence between price and customer loyalty, 3) There is a significant influence between place / location on customer loyalty, 4) There is significant influence between promotion to customer loyalty, 5) There is significant influence between person / employee to customer loyalty Training, 6) There is significant influence between physical facility to customer loyalty, 7) There is a significant influence between the process on customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi. Viewed from direct or indirect influence of product, price, place / location, promotion, person / employee, physical facility and process to customer's loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi is 84.54%, it is obtained that the promotion has the greatest influence of 21.01%. This shows that the understanding of promotion directly has a big role to the emergence of customer loyalty Bank BRI Unit Ampek Nagari Cabang Bukittinggi.

The development of the service sector in Indonesia requires micro-enterprises to adopt marketing strategies that enhance service quality and strengthen business competitiveness. In the context of service-based businesses, the service marketing approach is considered relevant as it emphasizes the management of service delivery and overall customer experience. This study aims to analyze the implementation of service marketing in Erafftel, a shoe cleaning service business located in Padang City, West Sumatra. The study employs a qualitative approach, with data collected through direct observation of operational activities and in-depth interviews with the business owner to obtain comprehensive information regarding service processes, service marketing strategies, and operational practices. The findings indicate that the services provided by Erafftel reflect the main characteristics of services, namely intangibility, inseparability, variability, and perishability. Furthermore, the service marketing mix consisting of seven elements—product, price, place, promotion, people, process, and physical evidence—has been implemented, although in a relatively simple and not yet fully structured manner. The people and process elements emerge as the most dominant factors influencing perceived service quality, as they are directly related to interactions between service providers and customers, while physical evidence serves as a supporting factor in building customer trust. The implications of this study suggest that strengthening the application of service marketing can contribute to improved service quality, increased customer satisfaction, and the long-term sustainability of micro service enterprises.

The State Logistics Agency (Bulog) plays a strategic role in maintaining national food security by stabilizing the prices and availability of staple food commodities. Amidst increasingly fierce market competition and changing consumer behavior, the Maumere branch of Bulog faces challenges in increasing commercial commodity sales without neglecting its public function. This study aims to analyze the marketing strategy implemented by Bulog Maumere to increase food commodity sales, as well as identify obstacles and improvement efforts. Using a descriptive qualitative approach through observation, interviews, and documentation, the findings indicate that Bulog Maumere's marketing strategy integrates the 4Ps of the marketing mix—product, price, place, and promotion—through expanded distribution channels (RPK, traditional markets, government agencies), market operations (SPHP, the Affordable Food Movement), and collaboration with local partners. This strategy is effective in increasing sales volume and accelerating stock turnover, although it remains hampered by reliance on government assignments, lengthy bureaucratic procedures, and distribution delays. Key recommendations include strengthening commercial sales, optimizing digital marketing, and improving operational efficiency. The results of this study provide a practical contribution to the development of marketing strategies for public food institutions in the archipelago.

This study is grounded in the Marketing Mix Theory (4P) proposed by McCarthy, which explains that marketing performance is influenced by the effective integration of product, price, place, and promotion strategies. The purpose of this study is to analyze and empirically examine the effect of the 4P marketing mix—product strategy, pricing strategy, place strategy, and promotion strategy—on increasing sales of mobile coffee businesses using electric bicycle carts in Semarang City. A quantitative research approach was employed using an accidental sampling technique, with respondents consisting of consumers who met the research criteria and were encountered directly in the field. Primary data were collected through questionnaire distribution, resulting in 85 valid respondents. Data analysis was conducted using SPSS version 26, including validity tests, reliability tests, and classical assumption tests (normality, multicollinearity, and heteroscedasticity). Hypothesis testing was performed using multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results indicate that product strategy and pricing strategy have a positive and significant effect on increasing mobile coffee sales. Place strategy also shows a significant influence on sales performance, highlighting the importance of mobility and strategic selling locations. Furthermore, promotion strategy has a positive and significant effect on sales increase. Simultaneously, the F-test results confirm that product, price, place, and promotion strategies collectively have a significant effect on increasing mobile coffee sales using electric bicycle carts in Semarang City. These findings support the applicability of the Marketing Mix Theory (4P) in explaining sales performance in mobile and small-scale coffee businesses.

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 analyzes customer attrition in barbershops through the application of the 4P marketing mix, which includes Product, Price, Place, and Promotion. The research was conducted using a questionnaire distributed to 30 barbershop customers, which aimed to assess their level of satisfaction regarding each element of the marketing mix. The findings revealed that while customers were generally satisfied with the quality of the haircuts and the cleanliness of the tools, there was an important demand for improvement in the quality and variety of additional products offered. The pricing strategy was considered affordable by most customers; however, some expressed dissatisfaction, indicating the need for better communication regarding the value of the services provided. Demographic analysis showed that the majority of respondents were young adults aged 18-25, highlighting a specific target market for barbershops. Overall, this study emphasizes the importance of effectively implementing the marketing mix to improve customer retention and satisfaction in the barbershop industry.

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.

The management of educational institutions has a strategic role in determining the direction of growth and sustainability of the institution. The success of this management is highly dependent on the administrator's ability to analyze the external environment, understand the position of competitors, optimize internal potential, and formulate superior strategies that are able to maintain competitiveness without ignoring the fundamental values ​​of education. In this context, the application of marketing management becomes an important need. This study aims to analyze marketing management in increasing public trust in the Darul Hikmah Islamic Boarding School in Tulungagung. This study uses a qualitative phenomenological approach with data collection techniques through interviews, observations, and documentation. Data analysis is carried out through data condensation, data presentation, and drawing conclusion/verification. The results of the study indicate that the marketing strategy of the Darul Hikmah Islamic Boarding School in Tulungagung in building public trust is implemented through four main elements: (1) Product – offering quality educational services with character strengthening, implementing the curriculum of the Ministry of National Education, Ministry of Religious Affairs, local content, and superior extracurricular programs; (2) Price – affordable registration and administration fees and adjusted to the economic conditions of the community; (3) Place – the location of the Islamic boarding school is strategic, easy to reach, and has a conducive learning environment; and (4) Promotion – conducted through visits to elementary schools, installation of promotional media (billboards, banners, brochures), publication of extracurricular achievements, and utilization of social media such as Facebook, Instagram, YouTube, and the Islamic boarding school's official website.

Bontang Kuala, a coastal village in Bontang City, possesses abundant marine resources, particularly bawis fish (Siganus canaliculatus). However, this potential has not been fully optimized to strengthen the local economy. This study aims to examine strategies for strengthening the local economy through the management of bawis fish products using the 4P marketing mix (product, price, place, and promotion). This research employs a qualitative descriptive approach with data collection methods including observation, in-depth interviews with business owners and visitors, and field documentation. The findings indicate that business actors in Bontang Kuala have developed various processed bawis fish products, such as gammi bawis and dried bawis fish, marketed with pricing strategies adjusted to purchasing power. Most businesses are strategically located along the culinary tourism route, although accessibility challenges persist. Promotion strategies remain simple and limited to social media and local community support. Key supporting factors include raw material availability, high market demand, and community institutional support, while constraints include infrastructure limitations, suboptimal promotion, and raw material fluctuations. Overall, the management of bawis fish products has positively impacted community income and strengthened local economic identity. Recommendations include strengthening business infrastructure, enhancing digital promotion capacity, developing community-based business institutions, and expanding strategic partnerships among local actors.

The focus of this paper is to examine the political strategy of Muhammad Ikhsan Darwis in winning the 2024 Legislative Election in Electoral District I of Kupang City, using the 4P political marketing theory by Niffenger: Product, Promotion, Price, and Place. In terms of Product, Ikhsan’s public image is shaped by his clean, caring, and inclusive personal character, as well as his active involvement in various socio-religious organizations such as HIPMI, NU, KKSS, and PPIA, which reinforce his appeal among young voters. His Promotion strategy was realized through campaign tools (APK) that were presented in a simple yet strategic manner, reflecting a courteous and down-to-earth personality. For Price, he implemented both economic and psychological pricing strategies by managing campaign funds efficiently and strengthening his reputation through his educational background and organizational experience. Lastly, in the Place dimension, Ikhsan adopted an inclusive and spiritual approach, leveraging strong grassroots support from communities like KKSS and the Bugis ethnic group. These four strategies were successfully executed, leading to Muhammad Ikhsan Darwis’s election as a legislative candidate representing the Golkar Party in Electoral District I of Kupang City.

This study aims to examine the effect of green product, green price, green promotion, and green place on customer loyalty, with customer satisfaction as an intervening variable at Cafe Angle Temu in Slawi. The study uses a descriptive quantitative method with Structural Equation Modeling (SEM) analysis assisted by AMOS software. The total number of respondents was 437 customers of Cafe Corner Temu in Slawi. The results indicate that green promotion has a positive effect on customer satisfaction, with a CR value of 6.045 (CR ≥ 1.96) and p = 0.000 (p ≤ 0.05). In contrast, green product does not significantly affect customer satisfaction (CR = -0.505, p = 0.614), green price has no effect (CR = -0.233, p = 0.816), and green place is also not significant (CR = 1.908, p = 0.056). Regarding the path to customer loyalty, green place has a positive effect on customer loyalty (CR = 8.827, p = 0.000). Meanwhile, green product (CR = 0.002; p = 0.998), green price (CR = 1.528; p = 0.126), green promotion (CR = -1.518; p = 0.129), and customer satisfaction (CR = 0.426; p = 0.670) do not show a positive effect on customer loyalty.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This Field Work Practice (KKL) was conducted at Delastra Farm Yogyakarta with the objective of analyzing the implementation of marketing strategies to increase sales in the livestock sector. The research employed a qualitative approach through observation, interviews with the business owner, and documentation review. Findings reveal that Delastra Farm adopts integrated marketing strategies combining online promotion, offline promotion, and community networking. The application of Segmentation, Targeting, and Positioning (STP) as well as the Marketing Mix (product, price, place, promotion) has significantly enhanced consumer trust and strengthened the farm’s market position. Peak sales were recorded during Eid al-Adha, supported by stock increases, intensive promotions, and delivery services that meet customer expectations. Supporting factors include product quality, the credibility of the owner as both practitioner and academic, and varied promotional strategies across digital and traditional platforms. However, the farm faces several challenges, such as limited capital, fluctuating feed prices, and intense competition within the livestock market. This study highlights the importance of digital marketing adoption, customer relationship management, and product diversification to reduce seasonal risks. The practical implication is that effective marketing strategies can improve not only sales performance but also long-term brand positioning for local livestock businesses. Theoretically, this activity demonstrates the relevance of applying marketing management concepts to micro and small-scale enterprises in the agricultural sector. Strategic recommendations include strengthening digital presence through social media and marketplaces, expanding partnerships with restaurants and religious institutions, and exploring external funding to support sustainable business growth.

This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.