Relationship of 7P Marketing Mix and Consumers' Loyalty in Traditional Markets

Abstract

The existence of the traditional market as a center of most people’s economic activities in Indonesian society has begun to be displaced by the modern market. Improvement in service quality is important in increasing consumers’ loyalty in order to retain them. The purposes of this research are: 1) to know the level of marketing mix of (Product, Price, Place, Promotion, People, Process, in 7P traditional market; 2) to know the level of traditional market consumer’s loyalty of and 3) to determine the relationship between marketing mix implementation with consumer’s loyalty. There were 180 traditional market consumers selected by incidental sampling method from 8 traditional markets in 6 districts among 5 provinces all over Indonesia. Checklists and Likert scale questionnaires were used as tools in this study. Descriptive method was used to analyze data. Based on analysis results, it is known that, according to the consumers, the level of marketing mix implementation in traditional markets is high with an average value of 74.07%. The marketing mix elements in order to arrange from the highest to the lowest level of implementation are respectively those termed People, Process, Physical Evidence, Price, Place, Product, and Promotion. The People element is the highest in level. This shows that traders’ friendliness, alacrity, and honesty are still the hallmarks of traditional markets. The Promotion element is the lowest in level because most of the merchants do not implement proper promotion. The average of consumers’ loyalty level in traditional markets is 77.61%, which is considered high in the category. The 7P’s marketing mix, except for the Product aspect, have a positive and significant correlation with consumer loyalty, but it is still relatively weak. The consumers would continue to repurchase in the traditional markets and recommend that others also shop there.

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand

“…Rajh and Došen (2015) argue that some parts of a marketing mix strategy, such as advertisements, services provided by personnel, price levels and service operations, have a positive effect on the service product brand. This is consistent with the research of Anjani et al. (2018), which states that price, place, promotion, servicing personnel, service process and physical evidence has a positive effect on customer loyalty, especially with regard to the services provided by personnel, which could result in higher customer retention as well as customers recommending a company's products to others.…”

The Effect of Innovation and Marketing Mix Toward Brand Image and Usage Decision in Online Food Delivery Services Industry

“…The marketing mix is carried out through attractive advertisements, drivers use company attributes and offer attention to consumers. If the company applies the marketing mix properly and correctly it will raise trust and positive impression in the minds of consumers (Anjani, et al, 2018) so that consumers will choose and use online food delivery services.…”

Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product

“…place variable (X3) has no significant positive effect on consumer loyalty (Y3). The marketing mix (price, place, promotion, people, process, physical evidence) has a positive and significant effect on customer loyalty (Anjani, Irham, & Waluyati, 2018). Mrs. Soekiran's Vol.…”