scholarly journals Research on the Effect of Marketing Mix on the Competitive Advantage: A Study of Selected Small and Medium Enterprises in Bole Sub City, Addis Ababa, Ethiopia

2020 ◽  
Vol 7 (1) ◽  
pp. 15-28
Author(s):  
Zhang you tang ◽  
Hagos Mesfin
Keyword(s):  
Competitive Advantage ◽  
Small Firms ◽  
Addis Ababa ◽  
Empirical Studies ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
City Government ◽  
P Value ◽  
Product Price ◽  
City Administration

Small and Medium Sized Enterprises are the backbone of every major economy, and empirical studies prove that small firms are more efficient and innovative in their operation, product development and marketing policies. The aim of this study is to highpoint the significant of the marketing mix (product, price, place, and promotion) on attaining the competitive advantage in the small and medium enterprise (SME) sector in the Addis Ababa city Administration Ethiopia. This journal states the significance of competitive advantage in attaining marketing goals and ahead of the satisfaction of customers by using marketing mix concept. A descriptive analysis approach is used to analyses the collected data about the level of impact of the marketing mix (product, price, place, and promotion), on the competitive advantage of the SME sector in Addis Ababa. The data have been collected through the use of a questionnaire that is distributed to SMEs in the Addis Ababa city Administration rendering to the City government of Addis Ababa job and enterprise development bureau creation. There were 200 SMEs selected randomly; though, only 150 questionnaires were managed because of missing data. Based on the data analysis, the results show that all of marketing mix elements (product, price, place, and promotion) have a significant impact on realising competitive advantage in the case of Addis Ababa City SMEs (p- value for all marketing mix elements is less than α =0.05). The foremost viable component when it comes to accomplishing competitive advantage is the price. The SME sector in Addis Ababa should develop its product’s quality, distribution channels, and promotion policies to face the local and international competitors. The marketing mix and competitive advantage represent a relatively new orientation in Addis Ababa City SME sector.

scholarly journals Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Studi Pada Ina Cookies Bandung)

2016 ◽  
Vol 9 (1) ◽  
Author(s):  
Fiera Aryati Natakusumah ◽  
Ai Lili Yuliati
Keyword(s):  
Descriptive Analysis ◽  
Secondary Data ◽  
Marketing Mix ◽  
Purchase Decisions ◽  
Data Sampling ◽  
Purchasing Decisions ◽  
Product Price ◽  
Consumer Complaints ◽  
Descriptive Research ◽  
Source Data

This research is motivated by the problems related to the marketing mix Ina Cookies. Those problems based on the results of the initial interview is indicative of consumer complaints related to marketing mix consisting of product, price, place and promotion. This study aims to determine the effect of marketing mix consisting of product, price, place and promotion on purchase decisions.The method used is quantitative method with descriptive research and causal. Source data using primary and secondary data, sampling techniques using Non Probability sampling with incidental sampling with the number of respondents as many as 400 people. Data were analyzed using descriptive analysis and multiple linear regression analysis.The results showed that the mix of marketing and consumer purchase decisions on Ina Cookies included in either category. The marketing mix consists of product, price, place and promotion simultaneously or partially positive and significant impact on purchasing decisions.

scholarly journals IMPLEMENTASI SISTEM INFORMASI SUMBER DAYA MANUSIA DALAM MENINGKATKAN DISIPLIN KERJA SERTA DAMPAKNYA TERHADAP KUALITAS PELAYANAN INTERNAL (Survei pada Aparatur Sipil Negara di Instansi Pemerintah Kota Medan)

2019 ◽  
pp. 73-86
Author(s):  
Ferry Panjaitan
Keyword(s):  
Information System ◽  
Service Quality ◽  
Human Resources ◽  
Human Resource ◽  
Descriptive Analysis ◽  
City Government ◽  
City Administration ◽  
Human Resource Information System ◽  
Resource Information ◽  
Internal Service Quality

The purpose of this study is to examine the implementation of human resource information systems that will affect the discipline of work and which give impact to improving service quality. Research method used in this research is descriptive analysis and verification analysis. Descriptive analysis method and verifikatif analysis was chosen in this study, because it is necessary to know or describe every variable under study Human resources information system in Medan city administration can not be implemented properly where the implementation of human resource information system still has some problems such as the problem of low human resources ability in running information systems, slow internet access, less supportive hardware, and others .ASN in Medan city administration does not have high discipline which is indicated by the ineffective use of time, the number of ASN disobedient to the peratiran which resulted in many employees are given government discipline sanction.Quality of internal service in the city government of Medan is now good where already enough ASNs are already satisfied with the internal services they receive. Implementation of human resource information system have a positive and significant influence to ASN discipline in Medan city administration, ASN work discipline has significant effect to internal service quality in Medan city government, Implementation of human resource information system has significant effect to internal service quality in Medan city government, Implementation Human Resource Information System has no significant effect on internal service quality in Medan City government through work discipline.

scholarly journals Literatur review: Implementasi Marketing Mix 7P Terhadap Tingkat Kepuasan Pasien Di Rumah Sakit

2021 ◽  
Vol 20 (1) ◽  
Author(s):  
Desi Natalia Marpaung ◽  
Ernawaty - Ernawaty ◽  
Diansanto - Prayoga ◽  
Syifa’ul - Lailiyah
Keyword(s):  
Patient Satisfaction ◽  
Positive Impact ◽  
Statistical Tests ◽  
Marketing Mix ◽  
P Value ◽  
Reference List ◽  
Inclusion Criteria ◽  
Product Price ◽  
Place Promotion ◽  
Promotion Process

The marketing mix is a marketing strategy used by hospitals to maximize service delivery to patients. The purpose of  study was to analyze the effect of the 7P marketing mix (product, price, place, promotion, process, people, physical building) on patient satisfaction in the hospital. The method of writing literature review begins with selecting topics, determining keywords to find journal references. The databases used include Google Scholar, Elsevier, Portal Garuda, Shinta. Reference searches are limited from 2016 to 2020. The keywords used are "Marketing mix, 7p Marketing mix, Hospital, Patient Satisfaction". This study sought a reference list of studies, which included 85 studies taken from the search. A total of 25 articles in cleaning and there are 7 articles included in the discussion. Selection of journals selected based on inclusion criteria. The inclusion criteria in this research  is an analysis of the effect of 7P Marketing Mix on Patient Satisfaction  in the Hospital. Of the 7 studies reviewed, one study explained that the 7P marketing mix had a significant effect on patient satisfaction as evidenced by statistical tests with p value = 0.00 <? = 0.05. Through 7P marketing optimization in the hospital, it will have a positive impact on increasing patient satisfaction  Keywords :  Hospital, Marketing Mix, Marketing Mix 7P, Patient Satisfaction

ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE

2016 ◽  
Vol 1 (1) ◽  
pp. 31-40
Author(s):  
Ida Farida ◽  
Achmad Tarmizi ◽  
Yogi November
Keyword(s):  
Customer Satisfaction ◽  
Marketing Mix ◽  
Future Research ◽  
P Value ◽  
Research Needs ◽  
Product Price ◽  
Transport Mode ◽  
Physical Evidence ◽  
Place Promotion ◽  
The Impact

The purpose of this study is to examine the impact of seven elements of marketing mix (product, price, place, promotion, people, process and physical evidence) on customer satisfaction of GOJEK users. Data were collected from 90 customers residing in South Jakarta using self-reporting questionnaires. Factor analysis is used to validate the instrument and regression analysis was used to test the hypotheses. The results showed that although the elements of the marketing mix simultaneously significant effect on customer satisfaction, however partially, only the product have a significant effect on customer satisfaction (p-value 0.045). Based on these findings, the future research needs to re-examine the influence of marketing mix elements on customer satisfaction, in particular, transport mode users GOJEK by increasing the sample size and expanding the area of research so that research results can be generalized. Keywords: Product, Price, Promotion, Place, Process, People, Physical Evidence, Satisfaction

scholarly journals Influence Of Marketing Mix On Adolescents’ Voluntary HIV Testing Uptake In Tanzania: Experience From Physical Evidence

2020 ◽  
Author(s):  
Stephen Furaha Matemba ◽  
Elia John ◽  
Ismail J Ismail ◽  
Tumbwene Mwansisya
Keyword(s):  
Public Health ◽  
Logistic Regression ◽  
Binary Logistic Regression ◽  
Marketing Mix ◽  
P Value ◽  
School Type ◽  
Product Price ◽  
Modern Equipment ◽  
Physical Evidence ◽  
Study Participants

Abstract Background In public health, traditional 4Ps (product, price, place and promotion) of the marketing mix have been successfully used to influence clients/patients to adopt desired health behaviors and health status changes in reproductive health, tuberculosis (TB), malaria, child survival and human immuno-virus (HIV) interventions. However, the use of additional 3Ps (Physical evidence, People and Process) of the marketing mix have rarely been used in public health interventions. This study examined the influence of physical evidence on voluntary counseling and testing (VCT) uptake among adolescents in Tanzania.Methods A cross-sectional study design using quantitative method was conducted in Dodoma. A multi-stage random sampling method was used to select nine secondary schools and 449 study participants. Self-administered structured questionnaire was used. Data was analyzed using SPSS v17. Relationship between independent and dependent variables was analyzed using binary logistic regression and correlation analysis with p-value of ˂ 0.5 regarded as significant. Binary logistic regression was used to determine predictors of VCT uptake. Descriptive statistics was used to analyze participants’ characteristics and ranking of physical evidence variables’ on VCT uptake among adolescents.Results Of 449 study participants, 54% and 46% were females and males respectively. The participants’ age range was 12–19 years. 96% of respondents had knowledge of VCT, 90.6% were willing to test for HIV, however; 78% had not tested for HIV. Physical evidence variable modern equipment was highly ranked influential variable regarding VCT uptake. Independent variables modern equipment, physical facility, personnel and materials were found predictors of VCT uptake. Participant characteristics age and school type were also predictors for VCT uptake.Conclusions Despite majority of adolescents had knowledge on VCT service and were willing to test for HIV, VCT uptake was low. Meaning that knowledge and willingness a lone are not enough to influence VCT uptake. Physical evidence variables modern equipment, physical facility, personnel and materials when integrated in HIVprevention strategies and interventions can increase VCT uptake among adolescents in Tanzania. Consideration of individual expectation variations and other predictor variables like age and school type need to be incorporated in designing VCT interventions.

scholarly journals Is Sustainable Performance Explained by Firm Effect in Small Business?

2020 ◽  
Vol 12 (23) ◽  
pp. 10028
Author(s):  
Vicente López-López ◽  
Susana Iglesias-Antelo ◽  
Esteban Fernández
Keyword(s):  
Competitive Advantage ◽  
Organizational Performance ◽  
Small Firms ◽  
Empirical Studies ◽  
Large Firms ◽  
Sustainable Performance ◽  
Industry Effect ◽  
Static Performance ◽  
The Impact ◽  
Firm Effect

To what extent a firm’s resources (firm effect) and the structure of the sector (industry effect) are sources of a firm’s competitiveness has been debated for years in strategic management. Most of the empirical studies carried out have focused on large firms and have used static performance measures, and in them the firm effect generally outweighs the industry effect. This research contributes to this debate in trying to verify whether the competitive advantage that relies on the firm’s resources is sustainable, especially in small firms. We used a sample of almost 15,000 Spanish firms to test the impact that the firm and the industry effects have on sustainable performance, for both small and large firms, applying hierarchical linear modelling with a variable measured through time-varying parameters. Our results confirm the absolute importance of the firm effect on sustainable organizational performance, regardless the firm size, and show that, even though the industry effect has little weight in explaining sustainability, it is significantly higher in the case of small firms. This means that managers must concentrate efforts on providing their firm with the necessary resources to achieve a competitive advantage while choosing a good sector to position itself.

scholarly journals BAURAN PEMASARAN DAN STRATEGI PENGEMBANGAN AGROINDUSTRI TAHU DI KOTA BANDAR LAMPUNG

2020 ◽  
Vol 8 (4) ◽  
pp. 696
Author(s):  
Mutiara Rahmah ◽  
Ali Ibrahim Hasyim ◽  
Ktut Murniati
Keyword(s):  
Development Strategy ◽  
Large Scale ◽  
Swot Analysis ◽  
Descriptive Analysis ◽  
External Environment ◽  
Marketing Mix ◽  
Modern Technology ◽  
Survey Method ◽  
Product Management ◽  
Product Price

This research aims to analyze marketing mix, the internal and external environment, and development strategy of tofu agroindustry in Bandar Lampung City. This research uses a survey method. Respondents were owner, employee, consumers, and government which is taken purposively.  Technique sampling for consumers were purposive. The method of data analysis is descriptive analysis of 4P (product, price, place, and promotion) and SWOT analysis. The results show that different agroindustry scales, houshold level, medium, and large, applied marketing mix differently, the mix of the product, price, place, and promotion. Futher more, the intenal environment of the  agroindustry consists of product, management and funding, human resources, business location, and  marketing, while the external environment consists of economic, social and culture, competitors, technology, government policy, and consumers. Development strategies of tofu agroindustry household scale, medium, and large scale are the development of tofu production because of large demand, empowerment of the labor through training on modern technology, and marketing maintenance which are already extensive.Key words: development strategy, marketing mix, tofu

scholarly journals Effect of Marketing Mix on Consumer Purchase Decisions to Buy Cavendish Banana at Modern Markets in Semarang

2021 ◽  
Vol 4 (2) ◽  
pp. 120-132
Author(s):  
Tutik Istiqomatin ◽  
Agus Setiadi ◽  
Titik Ekowati
Keyword(s):  
Statistical Analysis ◽  
Research Method ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
T Test ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Product Price ◽  
Independent Variables ◽  
Cavendish Banana

This study aims at identifying marketing mix of purchase decisions to buy Cavendish banana and analyzing the effect of marketing mix on purchase decisions to buy Cavendish banana at modern market in Semarang. This research was conducted at modern market in Semarang, namely Gelael Supermarket, Ada Swalayan, Superindo and Giant. Survey was employed as research method in this study. 100 respondents were taken for research sampling. The independent variables used were products, prices, places, and promotions, while the dependent variable was decisions. Descriptive analysis having been conducted shows that the variables of product have an average of 4.14; a variable of price is 3.65; a variable of place is 4.32, a variable of promotion is 3.26; and a variable of purchase decision is 3.85. Statistical analysis having been carried out shows that the f-test of product, price, place and promotion variables simultaneously affect the consumer purchase decision to buy Cavendish bananas with an f-count value of 26.378. Besides, the results of the t-test of product, price and promotion variables partially affect the consumer purchase decision to buy Cavendish bananas with t-count value of 1.984. Moreover, the place variable does not partially affect the consumer purchase decision to buy at Modern Market in Semarang.

scholarly journals Analysis of Consumer Assessment in Small and Medium Enterprises "Raja Abon Makmur Lestari" on Shredded Products and Mix Marketing

2021 ◽  
Vol 2 (1) ◽  
pp. 6-15
Author(s):  
Yulia Yulia ◽  
Novyandra Ilham Bahtera ◽  
Rati Purwasih
Keyword(s):  
Small And Medium Enterprises ◽  
Descriptive Analysis ◽  
Product Distribution ◽  
Marketing Mix ◽  
Product Price ◽  
Strategy Evaluation ◽  
Marketing Mix Strategy ◽  
Consumer Assessments ◽  
Medium Enterprises ◽  
Consumer Assessment

Raja Abon Makmur Lestari's business has good potential, resulting in considerable business competition. One of the businesses that produce shredded is Small and Medium Enterprises (UKM) Raja Abon Makmur Lestari. This business must apply a consumer-oriented marketing concept. The application of this concept is to determine the marketing mix consisting of product, price, promotion, and place. The purpose of this study was to analyze consumer assessments of the various attributes of shredded products and evaluate the results of the shredded product marketing mix strategy. The method used in this research is descriptive analysis, with the 4P marketing mix approach. The marketing mix strategy evaluation design involves internal parties, namely business owners, and external parties, namely consumers. The results of the discussion show that consumer assessment of products has guaranteed quality, consumer ratings of prices are in accordance with quality, consumer assessments of shredded product distribution are easy to obtain and consumer assessments of promotion by word of mouth are very efficient and easy to get information on social media. The evaluation results of the marketing mix for shredded products are in the range of 101-125. Based on this total value, it can be concluded that all the variables of the marketing mix carried out by the king of shredded and prosperous sustainable have been effective.

scholarly journals Analisa Perbandingan Pengaruh Bauran Pemasaran Produk Pelumas Merek Global dan Merek Global Terhadap Kepuasan Pembelian

2020 ◽  
Vol 4 (4) ◽  
pp. 144
Author(s):  
Marceilla Marceilla
Keyword(s):  
Regression Analysis ◽  
Comparative Analysis ◽  
Quantitative Research ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
Analysis Techniques ◽  
Independent Variable ◽  
Global And Local ◽  
Purchase Satisfaction

This research aims to determine whether there is a effect with marketing mix to purchase satisfaction and whether it relates to marketing global product mix and local brands to purchase satisfaction by conducting a survey of 143 respondents using global and/or local lubricants brand.. The independent variable used in this study is the marketing mix, namely product, price, place and promotion, while the dependent variable in this study is purchase satisfaction. This type of research is explanatory research with quantitative research. The location of the study was conducted at Jasmine Mansion Mansion Kemayoran, Jakarta. Data analysis techniques used descriptive analysis, regression analysis and comparative analysis using SPSS for Windows 25. The results of this study indicate product variables, prices, places and promotions related to purchases, both simultaneously and partially. From the results of comparative analysis shows there is no difference between product variables, price, place and promotion of global and local brand lubricant products to purchase satisfaction

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