The Effect of Fresh Drink Marketing Mix Strategy “Somano” on Consumer Behavior in Surabaya City

Abstract

Mangroves can be exploited economically to provide fresh drinks with health benefits in addition to their ecological advantages. A common method to beat the competition in running a business is to use the marketing mix. The goal of this study was to examine how the marketing mix strategy for the fresh beverage brand “Somano,” whose primary ingredient is mangrove fruit, affected consumer satisfaction. 100 visitors to Surabaya’s Gununganyar mangrove forest served as the study’s sample, and SEM PLS 6.0 was utilized to evaluate the data. The study’s findings suggest that the four pillars of the marketing mix—product, price, place, and promotion—have a positive and noticeable impact on consumer behavior.