The Effect of Marketing Mix 4P Towards Marketing Product Performance Of Tenun Ikat Small Industry In Bandar Kediri

Abstract

Customers' needs are increasing, and there is make more competition with similar products. In this case, it can bead dressed in marketing concept, it means a business must has a strategy to achieve objectives and provide satisfaction customers and provide of the results form of salaries to business developers. Every business running by a developer must have an effort, have a concept of strategy that can carry out activities of adaptation to the environment that currently continues to experience changes such as creating similar products without innovating. The purpose of this study was to determine the effect of 4P (Product, Place, Price, Promotion) marketing mix on marketing product performance of the tenun ikat industry in Bandar Kediri. Then, respondents were searched for filling out the questionnaire. At the end of the calculation, results on the variables X1 and X4 were stated. They do not have a standard assumption deviate because of each variable values on tolerance < 0.10 and VIF value < 10.0. Then, at X2 (distribution place) and X3 (price is not a problem in getting the product).

Analysis of Customer’s Intention of Meituan Delivery

“…Some scholars have verified that lower price is beneficial to customers' purchasing intention because of the research results of Basirat 2021. However, Ana, Xueqian Cao, and Desi argued in their research that the customer's intention to purchase is unaffected by price [11][12][13]. In the research of reflection on purchase decisions for Ulos Handicraft Products, Desi found that the amount of customer purchases is independent of the price charged for Ulos products, the price has no impact on consumers' decisions to buy those products [13].…”

“…This argument has been verified by many researchers. In 2020, Ana found that the product had an impact on Tenun Ikat Small Industry's marketing product performance in Bandar Kediri while exploring the impact of the Marketing Mix Theory on this sector of the economy [11]. One year later, Xueqian Cao found that Zoom Video Communications attract more customers compared to Google meet during the pandemic as its product meet the demand of the customers [12].…”

“…In 2021, Basirat and Desi demonstrated that place promotes customers' purchasing intentions [10,13]. However, Ana has argued in the research that place doesn't influence marketing performance [11].…”

“…In 2011, Basirat et al examined how the customers make decisions based on Marketing Mix (4Ps) by using fuzzy AHP methodology [10]. Nine years later, Ana investigated how the Marketing Mix Theory affected the Tenun Ikat industry's marketing product performance in Bandar Kediri by drawing on the concept of Survey and SPSS application [11].…”

Reflection on Purchase Decisions for Ulos Handicraft Products from the Marketing Mix Aspect

“…This aims to describe easier access for consumers and customers who will buy and make purchases of products (20). The head office, warehouse, factory, physical store, branch office, and branch store are all included in this component of the marketing mix (21). Currently, business actors do not have to place their head office, factory, and physical store in one location.…”