An Investigation of the Antecedents to Marketing Mix Strategy Implementation

Syah Amelia Manggala Putri, Safaah Restuning Hayati, Eka Jati Rahayu Firmansyah

Abstract


Introduction to The Problem: Been established for 282 years (2019), Pondok Pesantren Sidogiri was one of the oldest Islamic educational institutions in Indonesia. With its approximately 11,000 students, the institution was potentially economic to develop. The development effort was started in 1961 by establishing Koperasi Pondok Pesantren which focused on how to fulfill its students’ needs. Kopontren Sidogiri was currently the main actor in a minimarket business competition in East Java. With its trading activities earning IDR 1 trillion per year, Kopontren Sidogiri could give a welfare impact to the community and Pondok Pesantren Sidogiri.

Purpose/Objective Study: The research aims to examine Kopontren Sidogiri’s operational description and marketing-mix implementation in retail business in the 4.0 era.

Design/Methodology/Approach: The research was conducted using a qualitative method. According to the theme of the discussion, this research was field research. The research was a descriptive case study performed at Koperasi Pondok Pesantren Sidogiri. Sampling was conducted using a purposive sampling technique. The research sample consisted of a steering committee, managers, staff, and experts. The secondary data were collected from several findings relevant to this study. Data validity was tested using a triangulation technique.

Findings: Strategies implemented included marketing mix (4Ps) i.e. product, place, price, and promotion. The achievement gave an inclusive and modern image to Koperasi Pesantren. Meanwhile, place strengthening was by building Toko Basmalah in the areas where alumni of Pondok Pesantren Sidogiri lived, creating loyal market targets. Moreover, price strengthening was by using a retail price in a product sale, encouraging the sale, and making effective profits. The promotion was by branding Pondok Pesantren Sidogiri, creating customers’ trust, and spreading positive information about Minimarket Basmallah to people (word of mouth).


Keywords


Implementation; Kopontren Sidogiri; Marketing Mix; Retail

Full Text:

PDF

References


Anoraga, P., & Widiyanti, N. (2007). Dinamika Koperasi. Raja Grafindo Pustaka.

Arikunto, S. (1998). Prosedur Penelitian Suatu Pendekatan Praktek. Rineka Cipta.

Asri, M. (2001). Marketing. AMP YKPN.

Astuti, R., Silalahi, R. L. R., & Wijaya, G. D. P. (2015). Marketing Strategy Based on Marketing Mix Influence on Purchasing Decisions of Malang Apples Consumers at Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 3, 67–71. https://doi.org/10.1016/j.aaspro.2015.01.015

Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2020). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-02-2020-0084

Harsono, R. (2016). The Impact of Marketing Mix ( 4P’S ) on Customer Loyalty Towards Toyota Avanza. IBuss Management, 4(1), 1–7.

Indrianto, N., & Supomo, B. (2002). Metodologi Penelitian Bisnis; untuk Akuntasi dan Manajemen. BPFE.

Išoraitė, M. (2016). Marketing Mix Theoretical Aspects. International Journal of Research-Granthaalayah, 4 (6), 25–37. https://doi.org/10.5281/zenodo.56533

Karwur, E., Manajemen, J., Ekonomi, F., Ratulangi, U. S., & Karwur, E. (2016). Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian Di Indomaret Paniki. Jurnal Berkala Ilmiah Efisiensi, 16(3), 196–206.

Kopontren Sidogiri. (2018). Laporan Rapat Anggota Tahunan 2017. Kopontren Sidogiri.

Kopontren Sidogiri. (2020). Buku Materi Rapat Anggota Tahunan Kopontren Sidogiri 2019. Kopontren Sidogiri.

Kotler, P., & Amstong, G. (2007). Principles of Marketing. Education Inc.

Kotler, P., & Keller, K. L. (2012). Marketing Management. Education International.

Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357–375. https://doi.org/10.1108/JSOCM-10-2018-0122

Luenendonk, M. (2019). Marketing Mix| Place in Four P‘s. https://www.cleverism.com/place-four-ps-marketing-mix/

Moeloeng, L. J. (2000). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.

Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2020). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2019-0198

Owomoyela, S., Ola, O., & Oyeniyi, K. (2013). Investigating the impact of marketing mix elements on consumer loyalty: An empirical study on Nigerian Breweries PLC. Interdisciplinary Business Research, 4(11), 485–496.

Sitio, A., & Tamba, H. (2001). Koperasi: Teori dan Praktek. Erlangga.

Sudari, S. A., Tarofder, A. K., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385–1396. https://doi.org/10.5267/j.msl.2019.5.012

Sugiono. (2010). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.

Syapsan. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking, 26(4), 1336–1356. https://doi.org/10.1108/BIJ-10-2017-0280

Tamara, N. H. (2019). perubahan-peta-persaingan-bisnis-retail-di-indonesia. Katadata.Co.Id.

Verma, Y., & Singh, M. R. P. (2017). Marketing Mix, Customer Satisfaction and Loyalty: an Empirical Study of Telecom Sector in Bhutan. Indian Journal of Commerce & Management Studies, VIII(2), 121–129. https://doi.org/10.18843/ijcms/v8i2/17

Wongleedee, K. (2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets. Procedia - Social and Behavioral Sciences, 197(February), 2080–2085. https://doi.org/10.1016/j.sbspro.2015.07.323




DOI: https://doi.org/10.12928/ijiefb.v3i2.2542

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


Ihtifaz : Journal of Islamic Economics, Finance, and Banking

Kampus 4 Universitas Ahmad Dahlan
Jl. Ring Road Selatan, Tamanan, Banguntapan, Bantul, Daerah Istimewa Yogyakarta 55191
Telp. (0274) 563515; Fax. (0274) 564604
E-mail : ihtifaz@uad.ac.id 


p-ISSN: 2622-4755 | e-ISSN: 2622-4798


View My Stats