Marketing Mix Strategy for a Coffee Brand: Evidence from Mojokerto City, Indonesia

Sheila Kartikasari, Sri Tjondro Winarno and Dan Eko Nurhadii
Additional contact information
Sheila Kartikasari: Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia
Sri Tjondro Winarno: Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia
Dan Eko Nurhadii: Agribusiness Department, Faculty of Agriculture, Universitas Pembangunan Nasional “Veteran†Jawa Timur, Indonesia

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 1, 762-767

Abstract: This paper attempts to show the marketing mix strategy of coffee at Cafe Budaya Kopi and Loodst Coffe, Mojokerto City. The data used in this study used a questionnaire. The sampling method used convenience sampling. The number of samples collected was 100 samples. The data analysis technique used by the researcher was descriptive statistics and inferential statistics. To analyze the data, we use Partial Least Square (PLS). SEM-PLS analysis using the outer model and inner model. The results of the study prove that Loodst Coffee and Cafe Budaya Kopi in marketing their products apply the 7P marketing mix strategy to compete in the market with other similar products. The variables of the marketing mix of product, price, place, promotion, process, people, and physical evidence get respondents’ ratings in the good category. The 7P marketing mix variables partially product, price, place, promotion, process, people and physical evidence have a significant positive effect on customer satisfaction at Loodst Coffee and Coffee Culture.

Date: 2022
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... -issue-1/762-767.pdf (application/pdf)
https://www.rsisinternational.org/virtual-library/ ... erto-city-indonesia/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:6:y:2022:i:1:p:762-767

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().