Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

https://doi.org/10.35912/jbpd.v3i2.4521
Published: Jul 7, 2024

Abstract:

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies.

Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions

Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions.

Conclusions: The majority of XXX’s customers in Indonesia are young to middle-aged women with a bachelor's degree, working as private employees, and typically spending modest amounts on shipping, indicating infrequent usage. The study found that product quality, employee performance, and process efficiency significantly influence consumer attitude intention, which strongly drives purchase intention. Price, distribution, promotion, and physical evidence, however, were not found to significantly impact consumer attitudes.

Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus.

Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.

Keywords:
1. B2C
2. Brand loyalty
3. Consumer satisfaction
4. Marketing mix
Authors:
1 . Annisha Ananda Putri Wibowo
2 . Atik Aprianingsih
View PDF
How to Cite
Wibowo, A. A. P. ., & Aprianingsih, A. . (2024). Marketing mix strategy to increase B2C volume at XXX (Logistic Company). Jurnal Bisnis Dan Pemasaran Digital, 4(1), 1–14. https://doi.org/10.35912/jbpd.v3i2.4521
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 4 No. 1 (2024): Juli
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Biyanto, B., Fadlan, F., & Prasetiasari, C. (2023). Management of plastic waste as industrial raw material in the perspective of protecting the environment the environment. Journal of Multidisciplinary Academic and Practice Studies, 1(2), 161-168.

    Dwinanda, G., & Nur, Y. (2020). Bauran pemasaran 7p dalam mempengaruhi keputusan pembelian konsumen pada industri retail giant ekspres makassar. Jurnal Mirai Management, 6(1), 120-136.

    Febriansyah, A., & Sahara, S. (2023). Analisis Pengaruh Program Tol Laut Terhadap Efisiensi Logistik Di Indonesia. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 10(2), 515-522. doi:https://doi.org/10.30640/ekonomika45.v10i2.1956

    Gajali, J. A., Hufron, M., & Rahman, F. (2020). Analisis Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian Pada Rumah Makan Nasi Bakar Bilmar Adam (Studi Pada Konsumen Nasi Bakar Bilmar Adam di Kecamatan Kumai Provinsi Kalimantan Tengah). E-JRM: Elektronik Jurnal Riset Manajemen, 9(18).

    Giovani, C., & Berlianto, M. P. (2022). Faktor yang mempengaruhi purchase decision konsumen yang menggunakan platform Tokopedia. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2148-2170.

    Hadiwijaya, H., & Yustini, T. (2023). Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency. Annals of Human Resource Management Research, 3(2), 83-96.

    Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).

    Handayani, F., Kadang, J., & Syrifuddin, I. (2023). Penerapan Strategi Pemasaran STP (Segmenting, Targeting, Positioning) pada Usaha Toreko. Empiricism Journal, 4(1), 208-212.

    Juju, U., & Supriadi, T. (2024). Marketing Mix Strategy, Marketing Relationship Strategy, And Marketing Performance: The Mediating Role Of Competitive Advantage. Jurnal Riset Bisnis Dan Manajemen, 17(1), 29-40. doi:https://doi.org/10.23969/jrbm.v17i1.12062

    Keller, K. L., Parameswaran, M., & Jacob, I. (2010). Strategic brand management: Building, measuring, and managing brand equity: Pearson Education India.

    Kim, D. K. (2016). Influence of brand awareness and brand attitude on purchase. Journal of Marketing thought, 3(1), 16-27.

    Kotler, P. (2005). Manajemen Pemasaran. Jakarta: Gramedia.

    Kotler, P., & Armstrong, G. (2020). Principles of Marketing, Global Edition: Pearson.

    Kotler, P., & Keller, K. (2021). Marketing Management (15th global edition): Pearson Education Limited.

    Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.

    Kuo, N.-C., Wood, A., & Williams, K. (2021). Actualizing hope and joy in K-12 Curricula through Daisaku Ikeda’s human education. Journal of Social, Humanity, and Education, 2(1), 19-34.

    Mandasari, R. (2023). The Impact of Capital Structure, Investment Growth, and Liquidity on Financial Performance of Automotive Companies and Its Components on The Indonesia Stock Exchange (2018-2022). Journal of Multidisciplinary Academic Business Studies, 1(1), 115-128.

    Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49-64.

    Neuman, M. D., Rosenbaum, P. R., Ludwig, J. M., Zubizarreta, J. R., & Silber, J. H. (2014). Anesthesia technique, mortality, and length of stay after hip fracture surgery. Jama, 311(24), 2508-2517.

    Nurbani, A., Mulyanto, H., Wardani, M. K., & Andriyani, M. (2019). Pengaruh bauran pemasaran terhadap kepuasan dan kepercayaan serta dampaknya pada loyalitas konsumen. Jurnal Manajemen Kewirausahaan, 16(2), 109-120. doi:http://dx.doi.org/10.33370/jmk.v16i2.346

    Osborne, J. W., & Costello, A. B. (2019). Sample size and subject to item ratio in principal components analysis. Practical Assessment, Research, and Evaluation, 9(1), 11.

    Panjaitan, E., Sinulingga, S., & Wibowo, R. P. (2019). The Effect of marketing mix on consumer purchase decision on bright gas product in Medan (Study in PT Pertamina (Persero) Marketing operation region I).

    Purbohastuti, A. W. (2021). Efektivitas bauran pemasaran pada keputusan pembelian konsumen Indomaret. Jurnal sains manajemen, 7(1), 1-17.

    Ridhani, R., Annisa, M., Anisa, R. F., Rusiadi, E., Suhendi, S., & Nasution, E. L. N. (2024). Projections Of Global Retail E-Commerce Sales Through Trend Analysis And Future Predictions. Jurnal Ilmiah Edunomika, 8(3). doi:https://doi.org/10.29040/jie.v8i3.14439

    Sani, S. A., & Aslami, N. (2022). Strategi Pemasaran STP (Segmenting, Targeting, Dan Positioning) Pada Produk Kecantikan House Of Beauty Cabang Kota Pematangsiantar. MAMEN: Jurnal Manajemen, 1(1), 18-26. doi:https://doi.org/10.55123/mamen.v1i1.5

    Suganda, A. S., & Aprianingsih, A. (2024). Strategies for Promoting Bancassurance Products in West Java: A Study of Bank XXX's Internal and External Factors. Journal of Multidisciplinary Academic Business Studies, 1(2), 199-216.

    Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, kualitatif, Kombinasi dan R&D. Bandung: CV. Alfabeta.

    Svongoro, P., Chigora, F., & Katsande, C. (2023). An exploratory survey of localization and translation in Zimbabwe's agricultural and pharmaceutical industries in the Fourth Industrial Revolution (4IR). Journal of Multidisciplinary Academic and Practice Studies, 1(2), 165-177.

    Tohir, M., Primadi, A., & Djadjuli, K. H. (2023). Dampak Inovasi Logistik, Kolaborasi Antar Moda, dan Regulasi Pemerintah Terhadap Daya Saing Perusahaan Freight Forwarding. Jurnal Kewirausahaan dan Multi Talenta, 1(2), 82-96. doi:https://doi.org/10.38035/jkmt.v1i2.224

    Zahedy, M. R., Jafari, S. A., & Ramezan, M. (2021). Examining the quality of work life: empirical testing indicators in the public organisation. Annals of Human Resource Management Research, 1(2), 99-111.

  1. Biyanto, B., Fadlan, F., & Prasetiasari, C. (2023). Management of plastic waste as industrial raw material in the perspective of protecting the environment the environment. Journal of Multidisciplinary Academic and Practice Studies, 1(2), 161-168.
  2. Dwinanda, G., & Nur, Y. (2020). Bauran pemasaran 7p dalam mempengaruhi keputusan pembelian konsumen pada industri retail giant ekspres makassar. Jurnal Mirai Management, 6(1), 120-136.
  3. Febriansyah, A., & Sahara, S. (2023). Analisis Pengaruh Program Tol Laut Terhadap Efisiensi Logistik Di Indonesia. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 10(2), 515-522. doi:https://doi.org/10.30640/ekonomika45.v10i2.1956
  4. Gajali, J. A., Hufron, M., & Rahman, F. (2020). Analisis Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian Pada Rumah Makan Nasi Bakar Bilmar Adam (Studi Pada Konsumen Nasi Bakar Bilmar Adam di Kecamatan Kumai Provinsi Kalimantan Tengah). E-JRM: Elektronik Jurnal Riset Manajemen, 9(18).
  5. Giovani, C., & Berlianto, M. P. (2022). Faktor yang mempengaruhi purchase decision konsumen yang menggunakan platform Tokopedia. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 2148-2170.
  6. Hadiwijaya, H., & Yustini, T. (2023). Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency. Annals of Human Resource Management Research, 3(2), 83-96.
  7. Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
  8. Handayani, F., Kadang, J., & Syrifuddin, I. (2023). Penerapan Strategi Pemasaran STP (Segmenting, Targeting, Positioning) pada Usaha Toreko. Empiricism Journal, 4(1), 208-212.
  9. Juju, U., & Supriadi, T. (2024). Marketing Mix Strategy, Marketing Relationship Strategy, And Marketing Performance: The Mediating Role Of Competitive Advantage. Jurnal Riset Bisnis Dan Manajemen, 17(1), 29-40. doi:https://doi.org/10.23969/jrbm.v17i1.12062
  10. Keller, K. L., Parameswaran, M., & Jacob, I. (2010). Strategic brand management: Building, measuring, and managing brand equity: Pearson Education India.
  11. Kim, D. K. (2016). Influence of brand awareness and brand attitude on purchase. Journal of Marketing thought, 3(1), 16-27.
  12. Kotler, P. (2005). Manajemen Pemasaran. Jakarta: Gramedia.
  13. Kotler, P., & Armstrong, G. (2020). Principles of Marketing, Global Edition: Pearson.
  14. Kotler, P., & Keller, K. (2021). Marketing Management (15th global edition): Pearson Education Limited.
  15. Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.
  16. Kuo, N.-C., Wood, A., & Williams, K. (2021). Actualizing hope and joy in K-12 Curricula through Daisaku Ikeda’s human education. Journal of Social, Humanity, and Education, 2(1), 19-34.
  17. Mandasari, R. (2023). The Impact of Capital Structure, Investment Growth, and Liquidity on Financial Performance of Automotive Companies and Its Components on The Indonesia Stock Exchange (2018-2022). Journal of Multidisciplinary Academic Business Studies, 1(1), 115-128.
  18. Marpaung, F. K., Simarmata, M. W. A., Sofira, A., & Aloyna, S. (2021). Pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian konsumen indomie pada PT. Alamjaya Wirasentosa Kabanjahe. Jurnal Manajemen, 1(1), 49-64.
  19. Neuman, M. D., Rosenbaum, P. R., Ludwig, J. M., Zubizarreta, J. R., & Silber, J. H. (2014). Anesthesia technique, mortality, and length of stay after hip fracture surgery. Jama, 311(24), 2508-2517.
  20. Nurbani, A., Mulyanto, H., Wardani, M. K., & Andriyani, M. (2019). Pengaruh bauran pemasaran terhadap kepuasan dan kepercayaan serta dampaknya pada loyalitas konsumen. Jurnal Manajemen Kewirausahaan, 16(2), 109-120. doi:http://dx.doi.org/10.33370/jmk.v16i2.346
  21. Osborne, J. W., & Costello, A. B. (2019). Sample size and subject to item ratio in principal components analysis. Practical Assessment, Research, and Evaluation, 9(1), 11.
  22. Panjaitan, E., Sinulingga, S., & Wibowo, R. P. (2019). The Effect of marketing mix on consumer purchase decision on bright gas product in Medan (Study in PT Pertamina (Persero) Marketing operation region I).
  23. Purbohastuti, A. W. (2021). Efektivitas bauran pemasaran pada keputusan pembelian konsumen Indomaret. Jurnal sains manajemen, 7(1), 1-17.
  24. Ridhani, R., Annisa, M., Anisa, R. F., Rusiadi, E., Suhendi, S., & Nasution, E. L. N. (2024). Projections Of Global Retail E-Commerce Sales Through Trend Analysis And Future Predictions. Jurnal Ilmiah Edunomika, 8(3). doi:https://doi.org/10.29040/jie.v8i3.14439
  25. Sani, S. A., & Aslami, N. (2022). Strategi Pemasaran STP (Segmenting, Targeting, Dan Positioning) Pada Produk Kecantikan House Of Beauty Cabang Kota Pematangsiantar. MAMEN: Jurnal Manajemen, 1(1), 18-26. doi:https://doi.org/10.55123/mamen.v1i1.5
  26. Suganda, A. S., & Aprianingsih, A. (2024). Strategies for Promoting Bancassurance Products in West Java: A Study of Bank XXX's Internal and External Factors. Journal of Multidisciplinary Academic Business Studies, 1(2), 199-216.
  27. Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, kualitatif, Kombinasi dan R&D. Bandung: CV. Alfabeta.
  28. Svongoro, P., Chigora, F., & Katsande, C. (2023). An exploratory survey of localization and translation in Zimbabwe's agricultural and pharmaceutical industries in the Fourth Industrial Revolution (4IR). Journal of Multidisciplinary Academic and Practice Studies, 1(2), 165-177.
  29. Tohir, M., Primadi, A., & Djadjuli, K. H. (2023). Dampak Inovasi Logistik, Kolaborasi Antar Moda, dan Regulasi Pemerintah Terhadap Daya Saing Perusahaan Freight Forwarding. Jurnal Kewirausahaan dan Multi Talenta, 1(2), 82-96. doi:https://doi.org/10.38035/jkmt.v1i2.224
  30. Zahedy, M. R., Jafari, S. A., & Ramezan, M. (2021). Examining the quality of work life: empirical testing indicators in the public organisation. Annals of Human Resource Management Research, 1(2), 99-111.