Consumer Attraction Analysis of Culinary Products Using Marketing Mix Approach in Medan

Muhibur Rahman (), Sukaria Sinulingga and Sugih Arto Pujangkoro
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Muhibur Rahman: University of North Sumatra, Management Study Program, Faculty of Economics and Business
Sukaria Sinulingga: University of North Sumatra, Management Study Program, Faculty of Economics and Business
Sugih Arto Pujangkoro: University of North Sumatra, Management Study Program, Faculty of Economics and Business

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 752-762 from Springer

Abstract: Abstract Marketing strategy is a strategy used by companies to win in market competition. Applying a marketing strategy in a business is very important and affects the company's performance. How the company developed the strategy would significantly affect the company's success rate. This study aims to analyze the factors of the decline in product sales or identify the causal factors using the Marketing Mix approach and formulate strategies that are effectively implemented to increase sales of these products. The method used in this research is quantitative research. All the data used in this research are collected through observation, interviews, and questionnaires. This research population includes all consumers who have made purchases at Takoishi Premium by distributing questionnaires to 100 respondents. The analysis used in this research is using multiple linear regression analysis using the SPSS application. The results of this study indicate that product, price, promotion, people, and process significantly affect sales volume, while location and physical evidence have no significant effect on sales volume. Increasing product prices, promotions, people, and processes will increase sales volume. The ups and downs of location quality and physical evidence do not affect sales volume.

Keywords: Marketing Mix 7P; Multiple Linear Regression Analysis; Marketing Strategy; Takoishi Premium (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_79

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