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The internet changes people’s consumption patterns and shopping behavior. Online shopping activities can be done without leaving the house and can be done at any time. Online purchases are increasing during the pandemic due to Covid-19. Organic food business players can use internet marketing activities to attract more consumers, and one way that c...
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... on the results of the SEM analysis on the hypothesis model, hypothesis testing can be done to answer the research questions. The results of hypothesis testing are shown in Table 5. ...Similar publications
The purpose of this study is to explain the role of positive emotion in mediating the effect of price discounts on impulse buying. This research was conducted in Denpasar City with 110 respondents as a sample through purposive sampling method with adjusted criteria. Price discount has a positive and significant effect on impulse buying. Price disco...
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... The product factor in Table 6, with an average distribution of the parameter equal to a positive value of 0.1105, causes an increase in waste generation in agricultural products. Product variety, packaging methods, labeling and dates, branding, shape, color, size, quality, and product names are some aspects of product factors that can increase agricultural waste because each of these aspects can increase consumer purchases and subsequent waste [86][87][88][89]. ...
Unusual levels of agricultural product waste are becoming one of the issues and dangers that human societies face in their efforts to achieve food security. Therefore, reducing agricultural product waste is one of the main strategies for the optimal use of production resources and support food security. In this study, a multilevel Bayesian technique was used to examine the characteristics of customers and the effects of marketing mix on the waste of selected agricultural products-a subgroup of fruits and vegetables in Mashhad, Iran. Based on this, 368 consumers (at the first level), 53 fruit and vegetable markets (at the second level), and 3 main supply centers of fruit and vegetables in the city (at the third level) were evaluated using the Bayesian multilevel model. The results showed that approximately 56% of food waste variance was caused by differences between consumers , 29% is due to the differences between fruit and vegetable markets, and almost 14% is due to the differences between the main supply centers of Mashhad. Also, the effects of the marketing mix showed that the place of distribution of agricultural products always has an increasing effect on the waste of agricultural products. Moreover, increasing the price of agricultural products reduces waste by consumers and keeps the consumer away from unnecessary purchases. The product factor also has an increasing effect on the waste of agricultural products, and consumers are encouraged to consume more and create more waste. A good way to reduce agricultural product waste is to use solutions that slow down the spoilage process and extend the shelf life of fruit and vegetables. Using an appropriate marketing mix and considering the characteristics of consumers can also control the waste of agricultural products.
... Privacy protection refers to the seller's efforts to protect consumer personal information. In online vegetable purchases, consumers will likely buy from sellers with a good reputation and accurate product information (Maulana et al., 2021). d. ...
This study aims to examine and analyze consumer behavior in purchasing vegetables online through E-Commerce in Indonesia. This can contribute to the creation of online food product marketing in Indonesia. A systematic literature review (SLR) was conducted based on studies of purchasing vegetables online through E-Commerce. The data collection method used the Population, Intervention, Comparison, and Outcome (PICO) framework. The selected articles were relevant to the research objectives (with keywords "Vegetable Purchase" and "Vegetable E-Commerce"). The selection process results showed that out of 171 articles, they met the specified criteria. Consequently, 40 articles were chosen based on the research statement for further review. Findings indicate that various factors, including technology adoption, trust, and social factors, influence consumer behavior in online vegetable purchases in Indonesia. By understanding and meeting consumer needs and expectations and leveraging digital technology, a satisfying shopping experience can be created, thus encouraging repeat purchases.
... For instance, Asdi and Putra (2020) investigated the impact of the 4Ps marketing mix on consumer purchasing decisions regarding Samsung smartphone products. Maulana and Najib (2021) explored the influence of the marketing mix on consumer trust and satisfaction in online purchases of organic food during the COVID-19 outbreak. However, there is limited research on the influence of the 4Es marketing strategy on online shopping behavior among consumers. ...
The rapid growth of electronic commerce (e-commerce), as well as social commerce (s-commerce), has revolutionized the way consumers shop, presenting new opportunities and challenges for marketers. Understanding the factors that influence online shopping behavior is crucial for developing effective marketing strategies. This qualitative study explores the influence of the 4Es marketing strategy on online shopping behavior among consumers in Krabi, Thailand. The 4Es strategy focuses on experience, everyplace, exchange and evangelism. This research adopted interviews with 12 key informants. Content analysis and NVivo were used to analyze the data. The findings of the study highlight the crucial role of the 4Es strategy in influencing consumers' online shopping behavior. It emphasizes the significance of personalized experiences, convenience, transparency, and customer advocacy in capturing and retaining customers in the competitive online marketplace. These insights offer valuable guidance for marketers aiming to enhance their strategies and elevate the online shopping experience for their target audience. By integrating the 4Es elements into their marketing efforts, businesses can forge strong relationships with consumers, boost customer satisfaction and loyalty, and ultimately drive online sales. Implementing these strategies can provide a competitive edge and position businesses for success in the dynamic landscape of both e-commerce and s-commerce.
... In the new era, online food sellers should consider complying with health protocols to anticipate the negative response if a new wave arises. The finding is in line with the research of Wahyuningsih et al. (2022) and Maulana et al. (2021) that the food product is a preference for shopping online MSMEs products. ...
Abstract: The study aimed to see the nexuses of motives on behavior intention online shopping of MSMEs products in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) areas with Price, Halal, and Food Product as mod-erator variables. The research was conducted using quantitative methods. The data analysis used in this research were validity and reliability tests for instrument tests. The assumption classical tests were the heteroscedasticity, multi-collinearity, and multiple linear regression tests. Multiple linear regression tests were t-test, F test, and Moderated Regression Analysis (MRA), calculated using the SPSS 26 application. Results are Hedonic motivation, perceived usefulness , and external subjective norms gave a positive and significant effect on behavior intention online shopping. Price as the moderator variable on He-donic motivation and perceived usefulness did not have a significant influence, similarly for the result of Halal as the moderator variable on the internal subjective norm and external subjective norm. The interaction with Price and Halal as moderators has a positive effect. Oppositely, Food Products as a mod-erator variable of the pandemic covid-19 possess a negative response. The contribution of the research can be used by e-commerce, specific sellers, and others where the level of halalness is still very much considered by consumers. The implication for the price is not an issue for online shopping of MSME products in moderating motives, while food product negatively moderates the pandemic covid 19 towards online shopping. Therefore, online food sellers should consider applying the health protocol if there is a new wave of pandemic toward a new normal era to anticipate a negative response.
... Statements under Sections B and C are measured using a five-point Likert scale that ranges from one as "Strongly Disagree" to five as "Strongly Agree. " The three "Product" statements and five statements related to "Price" and "Place" dimensions were all adapted from Chen et al. (2014), and the "Promotion" variable also with five statements was adapted from Maulana and Najib (2021). "Attitude" was measured with two statements and "consumers' buying decisions" had five statements that were adapted from Teng and Wang (2015) and Canova et al. (2020), respectively. ...
Customers are diverse, and their preferences have changed tremendously, especially post-pandemic, as many business organizations are facing major challenges in meeting those needs. Therefore, an in-depth understanding of consumer buying decisions plays a vital role to develop effective strategies. The aim of this study is to determine whether the marketing mix (4Ps) elements and their attitude have a significant effect on organic food product buying decisions among retail consumers in Beijing, China. A quantitative method was used in this study, whereby 334 questionnaires were physically collected randomly from walk-in customers at Walmart, Darunfa, and Yonghui supermarkets in Beijing, China. Based on the results of the hypothesis test using PLS-SEM, it was confirmed that product, place and promotional strategies had a significant positive relationship with attitude and consumer buying decisions. Interestingly, price had no effect and income was not a moderator. The results of this study provided relevant suggestions to marketing practitioners, especially organic food producers and retail stores on developing and implementing marketing strategies effectively to address changing consumer preferences. KEYWORDS organic food, retail sector, post-pandemic, sustainable buying behavior, marketing stimuli
... Biaya akan lebih rendah bagi perusahaan yang berhasil mencapai tingkat kepuasan ntertinggi di hati konsumennya dengan begitu untuk mendapatkan konsumen baru tidak memerlukan biaya yang besar. (Syahrizal Maulana, 2021). ...
This study aims to determine the results of the analysis of the promotion mix on the marketing of goods and services as well as the forms of construction services that exist at PT. Khafi Multi Mighty. The type of method in this research is a qualitative type with a descriptive approach that is directed to be explained in greater detail about the actual situation that occurs in the field. This study also conducted direct interviews addressed to the Director of the company PT. Khafi Multi Mighty. This study shows the results that the promotion mix has not been implemented by employees so that it does not have a significant effect on service marketing, this is evidenced by their marketing method which only uses three components contained in the promotion mix. So that the services offered have not yet reached the desired point of satisfaction because the marketing system that. Keywords: Service Quality, Promotion Mix
... Untuk itu, BUMN ini memandang perlu untuk melakukan kegiatan marketing mix atau bauran pemasaran sebagai suatu strategi pemasaran yang digunakan oleh perusahaan agar mencapai tujuan atau sasaran pemasaran secara efektif. Marketing mix sangat berpengaruh terhadap keberhasilan produk dalam bersaing didalam pasar dan dalam menarik minta konsumen karena tanpa ada upaya pemasaran yang efektif maka produk yang dihasilkan perusahaan walaupun memiliki kualitas yang tinggi dapat mengalami kegagalan (Kotler, 2000;Maulana, Najib, & Sarma, 2021). ...
This study aims to discover the implementation of the 7P marketing mix strategy by PT Perkebunan Nusantara IV Unit Bah Butong which released a new product to enter the retail market in Indonesia. The product is a black tea with the brand name “Teh Butong”. The tea produced is categorized as powdered tea and teabags with premium and regular quality. This study uses qualitative methods with data collection using interviews and observation techniques of PTPN IV employees that are responsible for the teh Butong product. The results of the study showed the importance of implementing the 7P marketing mix strategy as an effective way to obtain the consumers. This study also explained how PTPN IV's efforts in maximizing the marketing activities of its new tea products by utilizing the 7P marketing mix strategy as an effort to increase sales to achieve the targets of the company.
... The use of demographic characteristics is among the widely used segmentation variables as it provides complete market segmentation information helpful in product positioning and increasing target market share (Gajanova et al., 2019;Lin, 2002). Meanwhile, marketing mix is an essential element in marketing operations, consisting of product, price, place, and promotion (Maulana et al., 2021;Sricham, 2015). ...
Although rice production community enterprises have seen an improved growth in past years, they still faced several problems in promoting and developing organic rice packages in response to modern consumers' demand. This study investigated the community enterprise consumers through examining their demographic characteristics and importance to marketing mix factors in purchasing organic rice. Data were collected using a questionnaire survey to 400 organic rice consumers of Baan Nong Saeng community enterprise in different distribution channels in Chachoengsao province, Thailand. Data were analyzed through descriptive (means and percentages) and inferential (one-way ANOVA) statistics. The results revealed that most organic rice consumers were females between 41 and 50 years of age, where most of them are married and have a bachelor's degree. As for the marketing mix factors, consumers had very important ratings for product (= 4.23) and price (= 4.30), and important ratings for place and promotion factors, which both have a mean of 4.10. Overall, these four Ps of organic rice marketing were rated as important (= 4.19). Moreover, results show the high variation or difference in the consumers' preferences for organic products across demographic characteristics. Marketing strategies and policy recommendations base on the four marketing mix factors are presented.
When it comes to gathering and analyzing data about markets and consumers, implementing marketing communications with clients, and building brand awareness, the availability of digital technologies for a wide range of businesses creates entirely new options. Utilizing electronic and digital information and communication technologies, digital marketing enables engagement with clients and business partners. The purpose of this research paper is to investigate and evaluate the efficiency of digital marketing tactics in boosting sales of organic foods in the Indian market. The demand for organic food items has increased as people's knowledge of environmental and health issues have grown. However, the market share of organic foods in India is still comparatively small. The leading organic foods brands those use digital marketing strategies to hike the sales of organic food items are examined in this study. The case studies examined in this paper have demonstrated effective applications of digital marketing tactics, demonstrating the effects on brand awareness, consumer engagement, and growth of sales. This research study offers helpful insights into the digital marketing tactics that can boost sales of organic foods in India by completing a thorough assessment of the available literature, case studies, and industry reports. The research's conclusions and suggestions can work as a useful manual for organic food brands, marketers, and regulators who want to tap into India's expanding organic food industry and encourage a more sustainable way of living.
This study aims to determine the results of the analysis of the promotion mix on the marketing of goods and services as well as the forms of construction services that exist at PT. Khafi Multi Mighty. The type of method in this research is a qualitative type with a descriptive approach that is directed to be explained in greater detail about the actual situation that occurs in the field. This study also conducted direct interviews addressed to the Director of the company PT. Khafi Multi Mighty. This study shows the results that the promotion mix has not been implemented by employees so that it does not have a significant effect on service marketing, this is evidenced by their marketing method which only uses three components contained in the promotion mix. So that the services offered have not yet reached the desired point of satisfaction because the marketing system that is being implemented is not perfect. Keywords: service quality, promotion mix
