Relationship Of Marketing Mix With Consumer Decisions In Choosing A Place To Enjoy Coffee (Case: Coffee Consumers In Medan Johor District)

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Introduction

Enjoying a cup of warm coffee has become a lifestyle for many people, including in Medan Johor District. The decision to choose a place to enjoy coffee is not easy, various factors affect consumer choices. This research reveals the relationship between marketing mix and consumer decisions in choosing a place to enjoy coffee in Medan Johor District. The marketing mix, also known as the 4Ps (Product, Price, Promotion, and Place), has been widely used by businesses to understand consumer behavior and make informed decisions. However, the concept of marketing mix has evolved over time, and the 7Ps (Product, Price, Promotion, Place, People, Process, and Physical Evidence) are now widely accepted as the key elements that influence consumer decisions.

Methodology

This study was conducted at three popular coffee outlets in Medan Johor: Tancap Coffee, Carvas Coffee House, and Drinking Medan Coffee. Researchers used the purposive sampling method with location and popularity access criteria among coffee lovers. The population of this study is coffee consumers who are accustomed to enjoying coffee in cafes. Data was collected from 90 respondents who were coffee consumers in Medan Johor District. The data analysis method used is the Chi-Square test.

Marketing Mix and Consumer Decision

The results of this study showed that the six marketing mix factors had a significant effect on consumer decisions:

Product

Consumers are very concerned about the type and quality of the coffee offered, such as taste, aroma, and brewing method. The quality of the coffee is a key factor in determining consumer satisfaction. Consumers who are loyal to a particular coffee brand are more likely to choose that brand over others.

Price

Price factor plays an important role in determining consumer choices. Affordable coffee and in accordance with the quality is more in demand. Consumers are willing to pay a premium for high-quality coffee, but they are also sensitive to price increases.

Promotion

Attractive promotions and offers, such as discounts or loyalty programs, can attract consumers to choose the place. Promotions can create a sense of urgency and encourage consumers to make a purchase.

Physical Evidence

The atmosphere of the cafe, interior design, and cleanliness are very influential. Consumers tend to choose a place that is comfortable, aesthetic, and clean. Physical evidence can create a positive or negative impression of a brand.

Process

Speed ​​and quality of service, such as the process of ordering, presentation, and timeliness, a determining factor for customer satisfaction. Consumers who experience a smooth and efficient service are more likely to return to the same place.

People

The hospitality and professionalism of baristas in serving consumers can provide positive experience and increase satisfaction. Consumers who are treated with respect and courtesy are more likely to choose a particular brand.

Place

It turns out has no effect on consumer decisions in Medan Johor. This may be caused by other more dominant factors, such as accessibility, parking, and the existence of other places to eat around the location.

Conclusion

This study shows that the marketing mix has a significant influence on consumer decisions in choosing a place to enjoy coffee in Medan Johor District. Consumers not only consider the taste and price of coffee, but also other factors such as the atmosphere of cafes, services, and promotions.

Suggestion

  • The owners of cafes in Medan Johor should pay attention to the six marketing mix factors that have been described.
  • Building strong and consistent branding, and improving the quality of products and services is the key to attracting and maintaining customers.
  • Marketing strategies that are right on target, such as utilizing social media and loyalty programs, need to be done to achieve a wider target market.

By paying attention to these factors, cafe owners can increase consumer satisfaction and build a more successful business in Medan Johor District.

Limitation

This study has some limitations. The sample size is relatively small, and the study was conducted in a specific location. Future studies can replicate this study in other locations and with a larger sample size to confirm the findings.

Future Research

Future research can explore the relationship between marketing mix and consumer decisions in other industries, such as food and beverage, retail, and hospitality. Additionally, future research can investigate the impact of digital marketing on consumer decisions.

Conclusion

In conclusion, this study reveals the relationship between marketing mix and consumer decisions in choosing a place to enjoy coffee in Medan Johor District. The findings of this study can provide insights for cafe owners and marketers to develop effective marketing strategies that meet the needs of consumers. By paying attention to the six marketing mix factors, cafe owners can increase consumer satisfaction and build a more successful business.

Introduction

In our previous article, we discussed the relationship between marketing mix and consumer decisions in choosing a place to enjoy coffee in Medan Johor District. We explored the six marketing mix factors that influence consumer decisions, including product, price, promotion, physical evidence, process, and people. In this article, we will answer some frequently asked questions (FAQs) related to marketing mix and consumer decision.

Q&A

Q: What is marketing mix?

A: Marketing mix, also known as the 7Ps, refers to the combination of seven elements that businesses use to market their products or services. The seven elements are product, price, promotion, place, people, process, and physical evidence.

Q: How does marketing mix influence consumer decisions?

A: Marketing mix influences consumer decisions by providing information about the product or service, including its features, benefits, and value. The six marketing mix factors that influence consumer decisions are product, price, promotion, physical evidence, process, and people.

Q: What is the most important marketing mix factor?

A: The most important marketing mix factor is product. Consumers are more likely to choose a product that meets their needs and expectations.

Q: How can businesses use marketing mix to attract customers?

A: Businesses can use marketing mix to attract customers by offering a unique product or service, setting a competitive price, promoting the product or service through various channels, creating a positive physical environment, providing excellent customer service, and hiring friendly and knowledgeable staff.

Q: What is the role of social media in marketing mix?

A: Social media plays a significant role in marketing mix by providing a platform for businesses to promote their products or services, engage with customers, and build brand awareness.

Q: How can businesses measure the effectiveness of marketing mix?

A: Businesses can measure the effectiveness of marketing mix by tracking key performance indicators (KPIs) such as sales, customer satisfaction, and brand awareness.

Q: What is the difference between marketing mix and branding?

A: Marketing mix refers to the combination of seven elements that businesses use to market their products or services, while branding refers to the process of creating a unique identity for a product or service.

Q: How can businesses use marketing mix to build a strong brand?

A: Businesses can use marketing mix to build a strong brand by creating a unique product or service, setting a competitive price, promoting the product or service through various channels, creating a positive physical environment, providing excellent customer service, and hiring friendly and knowledgeable staff.

Conclusion

In conclusion, marketing mix plays a significant role in influencing consumer decisions. By understanding the six marketing mix factors, businesses can develop effective marketing strategies that meet the needs of consumers. We hope that this Q&A article has provided valuable insights for businesses and marketers to develop a strong marketing mix strategy.

Recommendations

  • Businesses should focus on creating a unique product or service that meets the needs of consumers.
  • Businesses should set a competitive price that reflects the value of the product or service.
  • Businesses should promote the product or service through various channels, including social media.
  • Businesses should create a positive physical environment that reflects the brand's identity.
  • Businesses should provide excellent customer service that meets the needs of consumers.
  • Businesses should hire friendly and knowledgeable staff that can provide excellent customer service.

By following these recommendations, businesses can develop a strong marketing mix strategy that meets the needs of consumers and builds a strong brand.