scholarly journals PENERAPAN MARKETING MIX TERHADAP BRAND EQUITY PERGURUAN TINGGI SEBAGAI SEBUAH TINJAUAN LITERATUR

2017 ◽  
pp. 66-84
Author(s):  
Roslinda Sagala
Keyword(s):  
Brand Equity ◽  
Positive Impact ◽  
Empirical Studies ◽  
Educational Institution ◽  
Marketing Mix ◽  
Consumer Products ◽  
Model Management ◽  
Product Price ◽  
State College ◽  
Key Factor

The process of marketing mix (marketing mix) are successful have a positive impact on brand equity (brand equity). Every marketer trying to take advantage of the marketing mix strategy as a competitive advantage in increasing the brand equity to brand equity owned by the products or services to attract consumers. Level of awareness of a brand into an important cue for consumers to use and specifies a choice of products. In this case, the products you want to achieve is a knowledge-based products (knowledge base). The product was delivered to the college as the core consumer products that are delivered in the marketing of educational services. Many empirical studies have been conducted to investigate to what extent the influence of marketing mix on brand equity colleges, both state college Cleaner (PTN) or private (PTS). However, little empirical research which brings together existing research into a comprehensive literature review that elaborates on the influence of marketing mix on brand equity colleges. Thus, the management of higher education as an educational institution can be categorized on the model management services business model, which factors the marketing mix consists of product, price, place, promotion, people, physical evidence, process can be a key factor in enhancing brand equity college.

scholarly journals Perencanaan Strategi Pemasaran Jasa Pendidikan Sekolah Tinggi Ilmu Tarbiyah (STIT) Simeulue Aceh Melalui Pendekatan Bauran Pemasaran (Marketing Mix)

2019 ◽  
Vol 3 (2) ◽  
pp. 1-15
Author(s):  
Didi Sartika
Keyword(s):  
High School ◽  
Marketing Strategy ◽  
Positive Impact ◽  
Educational Institution ◽  
Marketing Mix ◽  
Islamic Education ◽  
Educational Services ◽  
Structured Interviews ◽  
Strategy Planning ◽  
Muslim Communities

This research concerns with services marketing strategy planning of education at the High School of Education Simeulue Aceh with the aim of finding out the marketing strategy planning of High School with a marketing mix approach. The type of research used in this study is a qualitative method with semi-structured interviews, observation, and documentation as data collection methods. This was motivated by an effort to create Islamic high school institutions to have quality so that they are able to compete with other high school institutions. The marketing of educational services are intended to create conductive and stable marketing condition, so as to have a positive impact on those who are involved in the marketing process, (both the higher educational institution as a procedure and the community as consumers). Based on the result of the research conducted at STIT Simeulue Aceh, the marketing strategy of educational services was implemented through the application of Marketing Mix Theory (products, prices, place, promotions, human resources, physical evidence, and processes) by utilizing its competence. As the only private Islamic institution in Simeulue Regency, Aceh Province, it has a positive impact on developing higher education institutions so that it can make alternative Islamic education both traditional and modern Muslim communities as marketing segmentation of its educational services. However, on the other hand, the existence of STIT Simeulue Aceh is still new, the building facilities are still minimal and the department opened is only one major in Islamic Education (PAI) so that it has not made it as a primary choice for consumers of educational services. Furthermore, this paper looked critically at how the marketing strategy planning carried out by STIT Simeulue Aceh in increasing its marketing.

scholarly journals Strategi Pemasaran Pariwisata Sembalun Kecamatan Sembalun Kabupaten Lombok Timur Nusa Tenggara Barat

2018 ◽  
Vol 6 (1) ◽  
pp. 171
Author(s):  
Sinta Virgilenna ◽  
I Putu Anom
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
Positive Impact ◽  
Distribution Channel ◽  
Marketing Mix ◽  
Literature Study ◽  
Product Price ◽  
Price Distribution ◽  
Depth Interview

The number of tourist arrivals during the low season tends to decline. It also has an impact on sightseeing. Therefore, marketing strategy is very important to be able to increase the number of tourist visit to be able to compete with other tourism object and can give positive impact for society Sembalun. Sembalun tourism is located on Jalan Wisata Rinjani, Sembalun Bumbung, Kab. East Lombok Kec. Sembalun, Sembalun Village of West Nusa Tenggara. This study aims to determine the marketing mix, and marketing strategy at Sembalun Tour. The data collection in this research is done by observation, in-depth interview, document and literature study. The determination of informants was determined on the basis of random purposive sampling in which subjects were chosen on the basis of specified criteria. These criteria are Sembalun tourism managers and communities around Sembalun East Lombok. The result of this research is marketing mix at Sembalun tourism based on product, price, distribution channel, promotion, person, physical proof and process. In this research also discuss about SWOT analysis about the strengths, weaknesses, opportunities and threats that are owned by Sembalun tourism which is related to mix mix (marketing mix), from marketing strategy that is Increase promotion to other market, Increase cooperation with Travel agent good Outside and inside the country, improve access, improve the quality of human resources.   Keyword : Management, Marketing Mix, Marketing Strategy , Sightseeing Tour

scholarly journals Efektivitas Bauran Pemasaran Dalam Mempengaruhi Pengambilan Keputusan Konsumen Pengguna Jasa Pembiayaan

2016 ◽  
Vol 8 (2) ◽  
pp. 90-100
Author(s):  
Rizki Aprilia Dwi Susanti
Keyword(s):  
Consumer Behavior ◽  
Positive Impact ◽  
Marketing Mix ◽  
Study Data ◽  
Purchasing Decisions ◽  
Product Price ◽  
Physical Evidence ◽  
Product Location ◽  
Positive Effect ◽  
Influence Behavior

The purpose of this study was to determine: the condition of the marketing mix and the behavior of consumers in making purchasing decisions, the influence of marketing mix (X) either partially or simultaneously to the behavior of consumers in making purchasing decisions (Y), and to know the marketing mix elements that most influence behavior consumers in making purchasing decisions. The independent variables in this study is product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6) and phyisical evidence (X7) and the dependent variable is the behaviour of consumers in making purchasing decision (Y). This study is classified into a descriptive correlational study. Data collection techniques in this study using questionnaires, interviews, literature review and documentation. The results of this research are: (1) There is no significant positive impact product, location and promotion on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan.(2) There is a significant positive effect the price, people, process and physical evidence on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan. (3) Together product, price, location, promotion, people, process and physical evidence influence consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan amounted to 65.1%, while the remaining 34.9% is influenced by other factors outside 7 these factors.

scholarly journals PENGARUH BAURAN PEMASARAN JASA TERHADAP INPATIENT SATISFACTION RUMAH SAKIT XYZ, BEKASI [THE EFFECT OF SERVICE MARKETING MIX ON INPATIENT SATISFACTION AT HOSPITAL XYZ, BEKASI]

2021 ◽  
Vol 1 (1) ◽  
pp. 71
Author(s):  
Rowny Bernhard Ginting
Keyword(s):  
Sampling Method ◽  
Positive Impact ◽  
Service Marketing ◽  
Likert Scale ◽  
Marketing Mix ◽  
Price Promotion ◽  
Product Price ◽  
Physical Evidence ◽  
Convenience Sampling ◽  
The Impact

<p>This research was directed to decide the impact of the seven parts of the marketing mix on inpatient satisfaction. This research was conducted at XYZ Hospital Bekasi, involving 100 inpatients. Information assortment was done by appropriating questionnaires containing 40 questions related to marketing mix and satisfaction with a Likert Scale of 1-5 based on convenience sampling method. Data were analyzed by SEM method based on PLS. The aftereffects of this examination found that the seven P marketing mix components (product, price, promotion, place, people, physical evidence, and process) was proven to have a positive impact on patient fulfillment.</p>

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 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

scholarly journals Factors Influencing Consumer Brand Choice Service Tailoring Shop in Thailand, Focusing on Ermenegildo Zegna, Brioni and Local Brand

2022 ◽  
Vol 05 (01) ◽  
Author(s):  
Sumas Wongsunopparat ◽  
Keyword(s):  
Brand Equity ◽  
Quantitative Research ◽  
Positive Impact ◽  
Multinomial Logistic Regression ◽  
Brand Choice ◽  
Purchase Behavior ◽  
Purchase Decisions ◽  
Product Price ◽  
Market Expansion ◽  
Custom Made

The study compares foreign and local brands, focusing on Ermenegildo Zegna, Brioni, and local brands, in order to uncover the elements that impact customers' brand choice decisions in Thailand. The study looked at the elements that influence a customer's decision to buy a custom-made suit, in order to figure out what the most important component is. Understanding how Marketing Mixed affects customer happiness and purchase decisions is especially important. The second goal is to investigate how brand equity affects sales, with a particular focus on customer brand preferences and market expansion. The author chose the survey approach for this study, which is a quantitative research. Data was collected at random online through 346 legitimate questionnaires, and data was analyzed using cross tabulation and multinomial logistic regression. The study's findings show that all of the investigated factors, including product, price, location, promotion, brand equity, and customer purchase behavior determinants, have a positive impact on tailoring's customer brand choice decision in Thailand, with some specifications of each factor being found to be significant. Finally, when comparing these three brands, certain results are noteworthy.

scholarly journals Penerapan Marketing Mix sebagai Strategi Pemasaran Jasa Pendidikan di MAN 1 Yogyakarta

2019 ◽  
Vol 3 (2) ◽  
pp. 289-311
Author(s):  
Syahrial Labaso
Keyword(s):  
Positive Impact ◽  
Educational Institution ◽  
Marketing Mix ◽  
Islamic Education ◽  
Educational Services ◽  
Physical Evidence ◽  
Marketing Process ◽  
Education Marketing ◽  
Muslim Communities

This study examines the strategies implemented for education marketing services in Islamic education institutions. This research is motivated by the efforts to develop the quality of Islamic education institutions, so that they could compete with other organizations. Education marketing services are intended to create a conducive and stable marketing condition, so as to have a positive impact on the parties involved in the marketing process (both the school as the producer and the community as consumers). Based on the results of the study, which was conducted at the Madrasah Aliyah Negeri (MAN) 1 Yogyakarta, it was found that Islamic education institutions also implement various strategies in marketing their educational services. The marketing strategy in MAN 1 Yogyakarta is carried out through the application of marketing mix theory (products, prices, places, promotions, human resources, physical evidence, and processes) by utilizing its superior competences as an Islamic educational institution that tends to have moderate ideology, so it can target Muslim communities both from traditional and modern backgrounds as the marketing segment of their educational services.

scholarly journals Strategi Marketing Mix Baitul Mal wa Tamwil (BMT) Unit Gabungan Terpadu (UGT) Sidogiri Pasuruan

2016 ◽  
Vol 3 (1) ◽  
pp. 163-184
Author(s):  
Cihwanul Kirom
Keyword(s):  
Marketing Mix ◽  
Pricing Strategy ◽  
Marketing Activity ◽  
Product Price ◽  
Promotion Strategy ◽  
Distribution Strategy ◽  
Key Factor ◽  
Islamic Business Ethics ◽  
Marketing Activities ◽  
Marketing Mix Strategy

Within the business realm, marketing is a key factor which determines the success of distribution. Therefore, strategy and innovation are a necessity. Marketing activity would ensure whether a certain product is delivered to the costumers. In order to achieve the desired goals of marketing, it is important to manufacturers to follow a set of marketing processes, which comprise market overview, marketing strategy, marketing mix, and evaluation. Marketing mix is a set of strategies consist of product, price, promotion, and distribution, which guarantee the success of marketing activities. All of these aspects are intended to attain responses from the targeted market. The article seeks to discuss the marketing mix strategy implemented by BMT UGT Sidogiri Pasuruan based on four “Ps”, namely product, price, place, and promotion. The study finds that the marketing mix strategy employed by BMT UGT has met the costumers’ needs in terms of product strategy, pricing strategy, distribution strategy, and promotion strategy. The study also concludes that the proper implementation of marketing mix strategy and its compatibility with Islamic sharîʻah as well as the organization’s obedience towards Islamic business ethics are among pivotal factors that have significantly influenced the development of BMT UGT Sidogiri

scholarly journals Brand Equity Analysis of Select Personal Wash Brands Based on Brand Loyalty and Perceptual Selectivity

2017 ◽  
Vol 6 (2) ◽  
pp. 138
Author(s):  
Amrita Chatterjee ◽  
Isita Lahiri
Keyword(s):  
Special Reference ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Major Part ◽  
Positive Impact ◽  
Demographic Variables ◽  
Personal Care ◽  
Brand Building ◽  
Equity Analysis ◽  
Key Factor

<em>A major part of Marketing is brand building. Once a brand is established in the market it has a positive impact on the sales of the product which is associated with that brand. Now in this process of brand building brand equity becomes the key factor to get the edge over the competitors. Brand equity of FMCG products depends on few factors but here the objective of the study is to analyze brand equity with respect to brand loyalty and perceptual selectivity as the key determinants of brand equity in Indian FMCG market with special reference to some personal wash brands under the category of personal care FMCG products. Some demographic variables are also taken into account to establish the influential effects of these variables on brand equity.</em>

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