scholarly journals ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMILIHAN PTS YANG DIMEDIASI VARIABEL BRAND IMAGE (Studi Pada Siswa SMAN di Kota Semarang)

2018 ◽  
Vol 13 (2) ◽  
pp. 257-279
Author(s):  
Endang Kurniawati ◽  
Mohklas Mohklas
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Service Providers ◽  
Brand Image ◽  
Test Validity ◽  
Marketing Mix ◽  
Private Higher Education ◽  
Validity And Reliability ◽  
Product Price ◽  
The Right

The phenomenon that occurs in high school graduates and equivalent post graduation is always preoccupied with making choices in higher education. The priority that is his choice is to enter the State University. The reality that exists with various regulations from State Universities (PTN) is very competitive, which includes very minimal capacity.This condition causes Private Higher Education (PTS) to always increase the intensity of competition among higher education service providers. This causes demands to be able to implement the right marketing strategy by trying to offer higher education services that are in line with the expectations of prospective students (consumers). Universities need to consider the right marketing strategy in the right combination of marketing mix to win the competition.In general, this study aims to test, analyze the direct and indirect effects of marketing mix influence on the decision of private university selection with mediated brand image variables. So that it can be seen that the most dominant mediation pathway in influencing election decisions. Specifically this study aims to provide PTS management input advice in Semarang City, in improving the quality and quantity of performance in the marketing unit.The variables in this study consist of 6 (six) variables where in the first stage the variables of product, price, promotion, and location become independent variables while the decision to choose Private Higher Education becomes the dependent variable. Then in the second stage the fourth independent variable is mediated with the brand image variable.Data collection techniques were researched by distributing questionnaires to SMAN in Semarang City which were arranged systematically with several easy-to-understand answers. Distribution of questionnaires by being met directly in the middle of 2018, with a sample of 161 students. Then the data collected through the questionnaire is carried out by a data analyst test; validity and reliability, classical assumption test, path analysis followed by hypothesis testing.

scholarly journals Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

2021 ◽  
Vol 3 (2) ◽  
pp. 251-259
Author(s):  
An Nisa Nur Laila ◽  
Kabul Trifiyanto
Keyword(s):  
Game Theory ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Validity And Reliability ◽  
Product Price ◽  
Physical Evidence ◽  
Promotion Strategies ◽  
Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

scholarly journals STRATEGI PEMASARAN UPT MUSEUM BALANGA SEBAGAI WISATA EDUKASI DI KOTA PALANGKARAYA

2020 ◽  
Vol 3 (2) ◽  
pp. 126
Author(s):  
Inten Larasaty
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
Maximum Increase ◽  
Historical Collections ◽  
Physical Evidence ◽  
Place Promotion ◽  
The Right ◽  
Promotion Process

Keberadaan museum selama ini sering dianggap hanya sebagai tempat memamerkan koleksi budaya maupun sejarah saja, padahal sebenarnya dapat menjadi alternatif yang menarik untuk dikunjungi wisatawan. Kesan membosankan yang menjadi polemik di berbagai museum di Indonesia harus ditepis dengan melakukan strategi pemasaran yang tepat. Salah satunya yaitu UPT Museum Balanga yang merupakan museum budaya di Kota Palangkaraya. Museum Balanga selain memiliki tempat yang strategis juga memiliki keunikan dari berbagai koleksi yang menunjukkan siklus hidup suku Dayak. Kenyataannya dari data pengunjung yang dihasilkan pada setiap tahun ternyata masih belum mencapai peningkatan yang maksimal. Penelitian ini dilakukan dengan pendekatan kualitatif bersifat deskriptif dengan menggunakan analisis SWOT. Tahap penelitian dilakukan dengan mengumpulkan data, kemudian tahap analisis dengan membandingkan antara faktor eksternal peluang dan ancaman dengan faktor internal kekuatan dan kelemahan, dan yang terakhir yaitu tahap penetapan strategi berdasarkan marketing mix 7p yaitu product, price, place, promotion, process, people, dan physical evidence. Tujuan penelitian ini yaitu menganalisis kelebihan dan kekurangan pada UPT Museum Balanga serta memformulasikan strategi pemasaran yang tepat untuk meningkatkan daya tarik dan jumlah pengunjung lokal maupun mancanegara. Pada hasil penelitian ini menunjukkan bahwa UPT museum balanga perlu meningkatkan servis excellence dengan melakukan training dan menetapkan standar operasional pegawai, pembenahan terhadap interior dan eksterior desaign, melengkapi berbagai fasilitas penunjang seperti ruang multimedia, cafe dan lainnya, serta meningkatkan promosi dengan memanfaatkan berbagai media sosial dan bekerjasama dengan pihak-pihak terkait.The existence of museums has often been considered only as a place to display cultural and historical collections, when in fact it can be an interesting alternative place for tourists to visit. The boring impression that became polemic in various museums in Indonesia must be erased by carrying out the right marketing strategy. One of them is UPT Museum Balanga which is a cultural museum in Palangkaraya City. Besides having a strategic place, Balanga Museum also has uniqueness on various collections that shows the life cycle of Dayak tribe. But the fact is that the visitor data generated each year has not yet reached the maximum increase. This research was conducted with a descriptive qualitative approach using SWOT analysis. The research stage is carried out by collecting data, then the analysis phase by comparing the external factors of opportunity and threat with the internal factors of strengths and weaknesses. In the last step to support the SWOT analysis, the writer uses marketing mix 7p, which are product, price, place, promotion, process, people, and physical evidence. The purpose of this study is to analyze the strengths and weaknesses of the UPT Museum Balanga and formulate an appropriate marketing strategy to increase the attractiveness and the amount of local and foreign visitors. The results of this study indicate that the UPT Museum Balanga needs to improve service excellence by conducting training and establishing operational standards for employees, improving the interior and eksterior design, equipping various supporting facilities such as multimedia rooms, cafes and others, and increasing promotion by utilizing various social media and collaborating with related parties.

ANALISIS PENGARUH STRATEGI MARKETING MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SUGENG

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Farida Nur Solikhah ◽  
Bambang Mursito ◽  
Supawi Pawenang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Marketing Mix ◽  
Product Price ◽  
The Matrix ◽  
Marketing Mix Strategy ◽  
Place Promotion ◽  
Product Location ◽  
Cartesian Diagram

This study aims to analyze the effect of the marketing mix strategy on customer decisions at Toko Sugeng. This research uses the mix method. The strategy used is squential explanatory. The research were obtained from questionnaires, interviews, observation and documentation. The population in this study are all customers who have made repeat purchases. Samples taken as many as 100 customers. Result research shows the effect of price on customer satisfaction is 14,726%. The effect of the product on customer satisfaction is 13.764%. Effect of location on customer satisfaction of 18,470%. The effect of promotion on customer satisfaction is equal to 37.074%. The effect of price, product, location, and promotion on customer satisfaction is 84%. The marketing strategy applied by Toko Sugeng in increasing customer satisfaction, namely by implementing a marketing formulation strategy, segmenting, targeting, positioning and the marketing mix strategy or marketing mix which consists of four elements, namely product, price, place, promotion. The purpose of this is to attract buyers and retain existing customers. Toko Sugeng uses a SWOT analysis for improve customer satisfaction. In the calculation of the SWOT analysis both in terms of the matrix, EFAS and IFAS and the Cartesian diagram, show that Toko Sugeng is in the quadrant I position, namely (+, +). This position proves a strong and likely shop. Tactic recommendations given is progressive. So that it is really possible to continue to expand, enlarge growth and achieve maximum progress. Keywords: marketing mix, strategy, customer satisfaction

ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

2019 ◽  
Vol 4 (3) ◽  
pp. 449
Author(s):  
Yonrizon Yonrizon
Keyword(s):  
Brand Image ◽  
Marketing Mix ◽  
Prospective Students ◽  
Product Price ◽  
Education Services ◽  
Price Process ◽  
Physical Evidence ◽  
The World ◽  
The Status ◽  
Target Set

<p>Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto &amp; Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote</p><p> </p><p><em>Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. </em><em>(Arikunto &amp; Kusyati, 2015)</em><em>. Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.</em></p>

ANALISIS STRATEGI PEMASARAN DALAM PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (Persero), Tbk KANTOR CABANG PALOPO

2021 ◽  
Author(s):  
Rosnaini Daga
Keyword(s):  
Marketing Strategy ◽  
Relationship Marketing ◽  
Customer Service ◽  
Marketing Mix ◽  
Marketing Manager ◽  
Product Price ◽  
Service Strategy

Penelitian Ini berjudul “Analisis Strategi Pemasaran Dalam Peningkatan Jumlah Nasabah Produk Tabungan Britama Pada PT.Bank Rakyat Indonesia (Persero) Tbk. Penelitian ini bertujuan untuk Mengethui dan menganalisis strategi pemasaran yangdigunakan dalam peningkatan jumlah nasabah produk tabungan britama pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo.Metode analisis yang digunakan dalam penelitian ini yaitu metode deskriftif kualitatif. Informan ditentukan dengan teknik purposive, yaitu teknik penentuan subjek (informan) berdasarkan kriteria dan tujuan dari penelitian ini. Kriteria yang dipilih adalah Kepala Bagian Marketing Manager PT. Bank Rakyat Indonesia (Persero) Tbk, Kantor Cabang Palopo JL. K.H Ramli No. 2, Palopo, Sulawesi Selatan dengan tidak berdasarkan jenis kelamin dan mereka siap menjadi informan. Informan yang digunakan adalah 1 (satu) orang dan memungkinkan adanya penambahan jika tujuan penelitian belum tercapai.Hasil penelitian menunjukkan bahwa telah terjadi peningkatan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero), Tbk kantor cabang Palopo. Strategi pemasaran yang dilakukan untuk meningkatkan jumlah nasabah pada PT Bank Rakyat Indonesia (Persero) tidak jauh dari unsur marketing mix yaitu Place, Product, Price, dan Promotion. Strategi yang paling tepat adalah melalui strategi Relationship Marketing Strategy,, Strategy Superior Customer Service, Strategy Unconditional Guarantees, dan strategi penanganan keluhan yang efektif.

scholarly journals STRATEGI MENDOMINASI BENAK KONSUMEN DAN PASAR MELALUI STV (STRATEGI - TAKTIK - VALUE) TRIANGLE (Studi Pada Industri Minuman Energi Di Indonesia)

2006 ◽  
Vol 5 (2) ◽  
Author(s):  
David Sukardi Kodrat
Keyword(s):  
Information System ◽  
Energy Drink ◽  
Marketing Mix ◽  
Business Development ◽  
Brand Value ◽  
Product Price ◽  
Tv Program ◽  
The Right ◽  
The Mind ◽  
Research Show

The business development is driven by information system and digitalization, globalization and futurization. The fast growing of information system make consumers are faced by many informations of brand.The purposes of this research are what factors are making to exist a brand for consumers mind dominating and market dominating and how.) is Kratingdaeng strategy for consumers mind dominating and market dominating in energy drink industries.The result of this research show that: (1) all brand try to get place in the mind of consumers. Only the brand that have the right positioning is having a special place in the consumers mind. Positioning have supported by differentiation. Interaction between positioning and differentiation will be created a strong brand. All of those are dominating consumers mind and for dominating market through it's strong marketing mix as product, price, place and promotion and (2)Kratingdaeng changes perception of market from medical to energy drink by educating the market. In educating the market, Kratingdaeng uses TV program especially sport program so brand value Kratingdaeng increase 10.4%' from 304.2 (2005) to be 315.4 (2006) and gam index 21.3. Kratingdaeng is not compete in packaging or pricing hut to give satisfaction to customers (Kratingdaeng has receipt ICSA since 1999) and distribute to all outlet and all area by PT. Arta Boga Cemerlang.

scholarly journals Marketing Mix Factors that Influence Visitors Choose Aeon Mall as a Shopping Tourism Destination

2017 ◽  
Vol 1 (1) ◽  
pp. 22
Author(s):  
Cathy Naftali ◽  
Adinoto Nursiana ◽  
Himawan Brahmantyo
Keyword(s):  
Joint Venture ◽  
Hypothesis Test ◽  
Marketing Mix ◽  
Coefficient Of Determination ◽  
Validity And Reliability ◽  
Product Price ◽  
Analysis Technique ◽  
Place Promotion ◽  
Method Approach ◽  
Descriptive Method

Aeon mall is company from Japan, and joint venture with Sinarmas Land for PT.AMSL Indonesia. Aeon mall grand opening in BSD, Tangerang 30 May 2015, after two years from the opening Aeon Mall has already many visitors from area in Jabodetabek.  Marketing mix approach is used from Morrison (2002) product, price, place, promotion, people, packaging and programming, also partnership. The aim of this study was to determine the effect of marketing mix based on Morrison theories to visitor decision of visiting Aeon Mall. This research used descriptive method approach. The population in this study is Aeon Mall visitors. The respondent was chosen by random sampling. The numbers of respondents are 218 people. The data was collected by distributing questionnaires. The analysis technique used validity and reliability, frequencies, mean, the classical assumption test, t-test, f-test, regression analysis, hypothesis test and coefficient of determination by using SPSS for windows 20.0. The study found that there was a positive and significant impact of product, promotion, and partnership to visitor’s decision of visiting Aeon Mall. But there wasn’t a positive and significant effect of price, place, people, packaging and programing to the visitor’s decision of visiting Aeon Mall.

scholarly journals PENGARUH KOMPETENSI DOSEN DAN PROSES PEMBELAJARAN TERHADAP KEUNGGULAN BERSAING PROGRAM STUDI DI PENDIDIKAN TINGGI

2018 ◽  
Vol 13 (3) ◽  
pp. 308-325
Author(s):  
Sahyar Sahyar
Keyword(s):  
Higher Education ◽  
Competitive Advantage ◽  
Hypothesis Testing ◽  
Learning Process ◽  
Private Higher Education ◽  
Primary Data ◽  
Validity And Reliability ◽  
Study Program ◽  
Census Methods ◽  
Study Programs

The research aims to study and analyze the influence of lecturer’s competence and learning process on study program competitive advantage either in simultaneous and partiality at private higher education in North Sumatera. This research was conducted by census methods over 44 S1 Management studies in Private Higher Education Kopertis of Regional I North Sumatera. The data used in this research were primary data collected by questioners. The research respondents were head and students of study programs.  The validity and reliability of the data was tested before hypothesis testing. The data analysis for hypothesis testing was the path analysis. This research concludes that: the role of lecturer’s competence and learning process influential significantly toward study program competitive advantage. Partially from both independent variables, the influence of lecturer’s competence toward study program competitive advantage is greater than learning process.

scholarly journals Strategi Pemasaran 7P Restoran Bertema Autentik di Bale Raos sebagai Potensi Wisata Kuliner di Area Keraton Yogyakarta

Media Wisata ◽  
2021 ◽  
Vol 19 (2) ◽  
pp. 198-205
Author(s):  
Sahlit Sugesti Sugesti
Keyword(s):  
Qualitative Methods ◽  
Marketing Strategy ◽  
Successful Management ◽  
Product Price ◽  
Target Number ◽  
Good Product ◽  
Quality Product ◽  
Place Promotion ◽  
Targeted Marketing ◽  
The Right

Indications of successful management of cullinari such as a restaurant is a significant increase in the target number of tourists visiting. Therefore, it is necessary to have the right and targeted marketing strategy. This study aims to analyze and describe the marketing strategy of Bale Raos restaurant The autentic Taste in tourism area Keraton Yogyakarta. Research used qualitative methods. Informants sampled are general manager, marketing, operational manager and visitorAs of Bale Raos restaurant. Data was collected used interviews, observation, and documentation. Based on the research results show the right marketing strategy to increase quality product and service by segmenting targeting and positioning and  collaboration of good product, price sale, place, promotion, people, process and physical evidance.

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