An Investigation of the Antecedents to Marketing Mix Strategy Implementation
DOI:
https://doi.org/10.12928/ijiefb.v3i2.2542Keywords:
Implementation, Kopontren Sidogiri, Marketing Mix, RetailAbstract
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).
References
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
Downloads
Published
Issue
Section
License
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal. Please also carefully read Ihtifaz, Journal of Islamic Economics, Finance, and Banking Posting Your Article Policy at http://journal2.uad.ac.id/index.php/ijiefb/about/submissions#onlineSubmissions
- That it is not under consideration for publication elsewhere,
- That its publication has been approved by all the author(s) and by the responsible authorities “tacitly or explicitly“ of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Copyright
Authors who publish with Ihtifaz, Journal of Islamic Economics, Finance, and Banking agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.