Consumer Attraction Analysis of Culinary Products Using Marketing Mix Approach at Takoishi Premium Business in Medan
Muhibur Rahman

University of North Sumatera

Abstract

The application of a marketing strategy in a business is very important and affects the performance of a company concerned. Marketing strategy is a strategy used by companies to win in market competition. How the company developed the strategy would greatly affect the company successful rate.This study aims to analyze the factors of the declining in product sales or identify the causal factors using the Marketing Mix approach and formulate strategies that are effectively implemented to increase sales of these products. The method used in this research is qualitative research. All the data used in this research are collected through observation, interviews, and questionnaires. The population in this research include all of the consumers who have made purchases at Takoishi Premium by distributing questionnaires to 100 respondents. The analysis used in this research is using multiple linear regression analysis using the SPSS application. The results of this study indicate that product, price, promotion, people and process have a significant effect on sales volume, while location and physical evidence have no significant effect on sales volume. Increasing product prices, promotions, people and processes will increase sales volume. The ups and downs of location quality and physical evidence do not affect sales volume.

Keywords: Marketing Mix 7P, Multiple Linear Regression Analysis, Takoishi Premium

Topic: Marketing Management