scholarly journals Marketing Mix Strategies of Small and Medium Tourism enterprises in Masvingo Province, Zimbabwe

2021 ◽  
pp. 1025-1047
Author(s):  
Phanos Matura ◽  
Joseph Mbaiwa ◽  
Stephen Mago
Keyword(s):  
Quantitative Research ◽  
Business Performance ◽  
Marketing Mix ◽  
Research Approach ◽  
Product Price ◽  
Product Packaging ◽  
Tourism Marketing ◽  
Physical Evidence ◽  
Strategy Variables ◽  
Tourism Enterprises

The study sought to identify the marketing mix strategies of small and medium tourism enterprises (SMTEs), focusing on lodges and hotels of Masvingo Province in Zimbabwe. The continued low business performance by SMTEs in Masvingo Province motivated the study. The marketing mix theory underpinned the study. The ten tourism marketing mix strategies, namely product, price, place, promotion, people, process, physical evidence, programming, packaging, and partnership were the strategy variables of the study. The study employed a quantitative research approach. An online structured questionnaire was used to collect data from all the 250 owners and managers of SMTEs. Statistical Package for Social Sciences (SPSS) version 26 was used for the analysis of data. The main study findings were that SMTEs in Masvingo Province use all the ten tourism marketing mix strategies, albeit with varying degrees of application. The three most used strategies were product, packaging, and price. The three least used strategies were people, programming, and partnership. The moderately used strategies were physical evidence, promotion, place, and process. The value of this study relates to the use of a ten tourism marketing mix framework by SMTEs. Implications are that study organisations may not reach full performance potential due to unequal use of the ten tourism marketing mix strategy elements.

scholarly journals Pengaruh Bauran Pemasaran dan Destination Image Terhadap Keputusan Wisatawan Berkunjung Pada Pada Pariwisata Syariah Di Kabupaten Lima Puluh Kota Provinsi Sumatera Barat

2020 ◽  
Vol 17 (2) ◽  
pp. 26-38
Author(s):  
Muhammad Yusuf Muhammad Yusuf
Keyword(s):  
Quantitative Research ◽  
Field Research ◽  
Positive Influence ◽  
Marketing Mix ◽  
Destination Image ◽  
Product Price ◽  
Quantitative Research Methods ◽  
Physical Evidence ◽  
West Sumatra ◽  
Place Promotion

The purpose of this study is to determine whether there is a partially and simultaneously influence among product, promotion, place, price, people, physical evidence, process, promise, patience and destination image variable on the decision of tourists visiting sharia tourism in Lima Puluh Regency, West Sumatra Province. This research is field research with quantitative research methods. The data collecting techniques of this study were questionnaire, documentation, and interviews with the respondents, which consist of 100 people. The research location of this study was in Lima Puluh Kota. In processing data, this study utilized SPSS for Windows program 23.0 version.Based on the research results, it is obtained that (1) marketing mix consisting of variables (product, price, place, promotion, people, process, physical evidence, promise, patience) has a positive influence on the decision of tourists visiting sharia tourism, , (2) destination image has a positive influence on the decision of tourists visiting sharia tourism, the marketing mix and destination image simultaneously influence the decision of visiting tourists by 44,019. It means that the product, price, place, promotion, people, process, physical evidence, promise, patience, and destination image variable simultaneously influence the decision of tourists visiting sharia tourism in the Lima Puluh regency of West Sumatra Province. Keywords: Sharia Marketing Mix, Destination Image, and Tourist Visit Decision, Sharia Tourism

scholarly journals The Sustainable Marketing Mix of Tourism and Visitors Fulfilment: An Empirical Evidence From Cultural Tourists To Pakistan

2021 ◽  
Vol 6 (1) ◽  
pp. 123-145
Author(s):  
Asia Umar Khan ◽  
Dr. Qadar Bakhsh Baloch ◽  
Rabia Naseer
Keyword(s):  
Success Factors ◽  
Sustainable Tourism ◽  
Marketing Mix ◽  
Extensive Literature ◽  
Product Price ◽  
Tourism Marketing ◽  
Physical Evidence ◽  
Tourist Satisfaction ◽  
Negative Effect ◽  
Sustainable Marketing

Sustainability is a basic requisite while promoting cultural tourism for a destination. UNEP and WTO have provided a full agenda for sustainable tourism that consists of twelve aims. One of those aims is visitor fulfillment that includes tourist satisfaction provided with safety and justice. After an extensive literature review the present study has listed down the success factors of tourism marketing and viewed through the lens of sustainability aims, has developed a conceptual framework consisting of the marketing mix dimensions of sustainable tourism and their effect on satisfaction of a sample (400) of foreign cultural tourists to Pakistan. After exploratory and confirmatory factor analysis, multiple regression analysis was conducted to test for the hypothesized effect of the seven independent variables i.e. Product Price, Placement, Promotion, People, Physical Evidence and Process on tourist satisfaction. It was found that Product, Price, People, Physical Evidence and Process have a significant positive whereas; Placement has aninsignificant negative and Promotion has a significant negative effect on tourist satisfaction.

scholarly journals Marketing Mix on Customer Loyalty at Coffee Shop in Bandung

2021 ◽  
Vol 5 (1) ◽  
pp. 89-96
Author(s):  
Erlina Erlina ◽  
Daniel Hermawan
Keyword(s):  
Customer Loyalty ◽  
Quantitative Research ◽  
Marketing Mix ◽  
Product Price ◽  
Coffee Shop ◽  
Quantitative Research Methods ◽  
Physical Evidence ◽  
Place Promotion ◽  
Coffee Shops ◽  
Main Factor

Coffee shop business growing rapidly in Bandung. Not just enjoying a cup of coffee, coffee shops are now transformed into places to socialize and gather together with friends and relatives. This trend makes existing coffee shops compete with one another by providing differentiation in product, price, place, promotion, service, atmosphere, and presentation process. This research tries to explore the marketing mix at coffee shop in Bandung and its effect on customer loyalty. With quantitative research methods taken from 80 respondents, it is known that the physical evidence factor is the main factor, on the other hand the price factor is the lowest factor that has impact on customer loyalty. This research underlines the importance of the components of the marketing mix in order to increase customer loyalty in the coffee shop business.

scholarly journals PENGARUH BAURAN PEMASARAN TERHADAP KOMUNIKASI DARI MULUT KE MULUT MELALUI KEPUASAN PELANGGAN

2014 ◽  
Vol 2 (2) ◽  
Author(s):  
Nurhadi Wijayanto
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Marketing Mix ◽  
Product Price ◽  
Physical Evidence ◽  
Equation Modelling ◽  
Place Promotion

Nurhadi WijayantoPT. JAMSOSTEK (Persero) Kantor Cabang PasuruanE-mail: [email protected] research represent quantitative research and it aims to analyse influence of marketing mix toword of mouth with customer satisfaction as intervening variable. By using two way of that is enquettemethod and of interview. The tool of analyses used Structural Equation Modelling (SEM). Result ofresearch indicate that marketing mix which consist of product, price, place, promotion, people, physicalevidence and process influenced to customer satisfaction at participant of program of Jamsostek. Indetail, those product variables namely price, place, promotion, and physical evidence have influencedsignificantly to customer satisfaction where as people variable and process did not influencesignificantly to customer satisfaction. The Customer satisfaction have influenced to word of mouth(WOM) at participant of program of Jamsostek. Marketing mix (product, price, place, promotion,people, physical evidence and process) have influence to word of mouth (WOM). Marketing mix didnot influence to word of mouth (WOM) directly but indirect influence to WOM. It mean that thecustomer satisfaction did not have synergy with marketing mix.Keyword: Marketing mix, customer satisfaction, word of mouth.

scholarly journals Analysis of the Effect of Marketing Mix 7P on Purchase Decisions at Sentra Snack Stores

2021 ◽  
Vol 1 (2) ◽  
pp. 125-133
Author(s):  
Ivana Tanjung
Keyword(s):  
Structural Equation ◽  
Quantitative Research ◽  
Reasoned Action ◽  
Marketing Mix ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Purchase Decisions ◽  
Product Price ◽  
Physical Evidence

This study examines the analysis of marketing mix (7P) effect to buying decision at Sentra Snack Store. Marketing mix (7P) are product, price, place, and promotion, people, process, and physical evidence. The main theory used is Theory of Reasoned Action by Fishbein and Ajzen (1975). The method used by this research is a quantitative research method, where the data is measured numerically and used Structural Equation Modeling with Partial Least Square. Theprogram used SmartPLS 3.3.3. The research was held at Sentra Snack Store, located in Surabaya with seventy samples of Sentra Snack Store customers. The results are Product and Price have a significant effect to Buying Decisions at Sentra Snack Store, while Promotion, Place, People, Process, and Physical Evidence do not. These results can be used as a basis for developing related strategies because they will further affect the company's sales and profit turnover.

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>

Evolution of top management’s understanding of product quality in Eastern Europe since the end of communism

2017 ◽  
Vol 29 (1) ◽  
pp. 82-100
Author(s):  
Svetoslav Georgiev ◽  
Emil Georgiev
Keyword(s):  
Eastern Europe ◽  
Product Quality ◽  
Quantitative Research ◽  
Business Performance ◽  
Research Approach ◽  
Senior Managers ◽  
Content Type ◽  
Doing Business ◽  
Using Data ◽  
The Impact

Purpose The purpose of this paper is to analyse the evolution of top management’s understanding of product quality in Bulgaria since the end of communism. The study examines three specific areas: top management’s understanding of the term “quality”; top management’s understanding of the relationship between quality and business performance; and top management’s understanding of the impact of job position on quality. Design/methodology/approach The paper relies on a quantitative research approach by using data from a survey of 186 companies in Bulgaria. Findings The paper suggests that senior managers in Bulgaria continue to base their understanding of “quality” on a single approach (*a characteristic of the communist era), with the product-based and the user-based approaches currently being the two most common ones. At the same time, surprisingly enough, this study claims that senior management in Bulgaria is currently well aware of the importance of quality as a dimension of firm’s competitiveness, and is also highly conscious of its roles’ impact on product quality. Research limitations/implications The results of this study are exclusively based on the case of Bulgaria and must be treated with caution in the case of other former communist states from the Central and Eastern Europe (CEE) region. Practical implications This paper has relevance for both managers and companies doing business in Eastern Europe. Originality/value This is the first paper to provide detailed analysis of the evolution of the understanding of “product quality” in CEE since the end of communism. Moreover, this paper applies, for the first time, Garvin’s five approaches to defining quality within a practical context.

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 WEDDING PACKAGES PADA MY WEDDING ORGANIZER

2020 ◽  
Vol 2 (1) ◽  
pp. 23-40
Author(s):  
Ni Nyoman Wulan Antari ◽  
Riza Wulandari
Keyword(s):  
Swot Analysis ◽  
Corporate Strategy ◽  
Marketing Mix ◽  
Hotel Management ◽  
Strategy Formulation ◽  
Product Price ◽  
Physical Evidence ◽  
Price Distribution ◽  
New Strategy ◽  
Swot Matrix

In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT NASABAH TERHADAP KPR PADA PT BNI CABANG TANJUNG REDEB

2020 ◽  
Vol 5 (2) ◽  
pp. 27-36
Author(s):  
Djupiansyah Ganie
Keyword(s):  
Significant Influence ◽  
Sampling Technique ◽  
Marketing Mix ◽  
T Test ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
Price Promotion ◽  
Product Price ◽  
Location Factor ◽  
Physical Evidence

Customers 'interest in owning a house through a KPR, apart from the urge to fulfill their need for a comfortable and nice place to live, is also related to how the KPR is marketed so that it attracts customers' interest. Or in other words, how is the marketing mix strategy implemented to attract buyers to the mortgage offered. The marketing mix includes products, prices, promotions, locations, people, processes and physical evidence.The purpose of this study was to determine the influence of factors including: product, price, promotion, location, people, process and physical evidence on customer interest in KPR at PT BNI TanjungRedeb Branch. The research data comes from a questionnaire distributed to 86 respondents who are KPR BNI Griya customers, using probability sampling method with simple random sampling technique. The analytical tool used is the validity test, reliability test, multiple linear regression, coefficient of determination, t test and F test.The results of this study indicate that the results of the t test on each research variable concluded that partially accepting the hypothesis point 1 and rejecting some of the hypothesis point 1, because it is proven that the location factor has a significant influence, while the product, price, promotion, people, process and Physical evidence does not have a significant effect on customer interest in the KPR PT BNI TanjungRedeb Branch. The results of the F test on all the variables studied conclude that accepting the hypothesis point 2, because it is proven that the factors which include: product, price, promotion, location, people, process and physical evidence together have a significant influence on customer interest in KPR PT BNI TanjungRedeb Branch

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