Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Consumer Attraction Analysis of Culinary Products Using Marketing Mix Approach in Medan

Authors
Muhibur Rahman1, *, Sukaria Sinulingga1, Sugih Arto Pujangkoro1
1Management Study Program, Faculty of Economics and Business, University of North Sumatra, Medan, North Sumatra, 20155, Indonesia
*Corresponding author. Email: mmusu@usu.ac.id
Corresponding Author
Muhibur Rahman
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_79How to use a DOI?
Keywords
Marketing Mix 7P; Multiple Linear Regression Analysis; Marketing Strategy; Takoishi Premium
Abstract

Marketing strategy is a strategy used by companies to win in market competition. Applying a marketing strategy in a business is very important and affects the company's performance. How the company developed the strategy would significantly affect the company's success rate. This study aims to analyze the factors of the decline in product sales or identify the causal factors using the Marketing Mix approach and formulate strategies that are effectively implemented to increase sales of these products. The method used in this research is quantitative research. All the data used in this research are collected through observation, interviews, and questionnaires. This research population includes all consumers who have made purchases at Takoishi Premium by distributing questionnaires to 100 respondents. The analysis used in this research is using multiple linear regression analysis using the SPSS application. The results of this study indicate that product, price, promotion, people, and process significantly affect sales volume, while location and physical evidence have no significant effect on sales volume. Increasing product prices, promotions, people, and processes will increase sales volume. The ups and downs of location quality and physical evidence do not affect sales volume.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_79How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhibur Rahman
AU  - Sukaria Sinulingga
AU  - Sugih Arto Pujangkoro
PY  - 2023
DA  - 2023/09/29
TI  - Consumer Attraction Analysis of Culinary Products Using Marketing Mix Approach in Medan
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 752
EP  - 762
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_79
DO  - 10.2991/978-94-6463-234-7_79
ID  - Rahman2023
ER  -