Improve promotional activities

Oct 13, 2025 by wbrum.org 106 views

Analysis of the Effect of Marketing Mix Strategy on Consumer Decisions to use Goods Delivery Services: Case Study at PT. Tiki Nugraha Ekakurir (JNE) Medan

Introduction

In today's digital era, goods delivery services have become an essential part of community daily activities. With the increasing demand for fast and reliable shipping services, companies like PT. Tiki Nugraha Ekakurir (JNE) have emerged as leading players in the industry. This study aims to analyze the effect of the marketing mix strategy on consumer decisions to use goods delivery services in JNE Medan. The marketing mix strategy, also known as the 7 Ps, consists of products, prices, promotions, places, people, processes, and physical evidence.

The Importance of Marketing Mix Strategy in Goods Delivery Services

The marketing mix strategy is a crucial element in determining the success of a company's marketing efforts. In the context of goods delivery services, the marketing mix strategy plays a vital role in influencing consumer decisions. By understanding the marketing mix elements that affect consumer decisions, companies can optimize their marketing approaches and improve their services. In this study, we will examine the effect of the marketing mix strategy on consumer decisions to use goods delivery services in JNE Medan.

Methodology Approach

To achieve this goal, this research uses a descriptive analysis method and multiple linear regression. The data used comes from two sources, namely primary data obtained through a questionnaire to 100 JNE Medan customer respondents and secondary data obtained from relevant literature. This study is included in the explanatory research category, where the authors want to explain the relationship between the variables under study.

Research Result

The results showed that the marketing mix variable, namely products, prices, promotions, places, people, and processes, had a positive and significant influence on the purchasing decisions of shipping services in JNE Medan. This is evidenced by the results of the F test which shows a value of 39.707, which is greater than the F table 2.20. This indicates that the combination of all these variables contributes significantly to consumer decisions.

From the results of further analysis, promotional variables are found as the dominant factor that influences consumer decisions to use JNE services. Meanwhile, price variables also have a positive and significant effect. On the other hand, product and place variables show positive but insignificant effects, while variable people have a negative and insignificant effect on purchasing decisions.

In-Depth Analysis

The findings that promotion has the greatest influence may be caused by an effective communication strategy from JNE which reaches various community segments. Promotion carried out, both through advertising, discounts, and loyalty programs, is able to attract the attention of consumers and encourage them to use shipping services. In addition, competitive prices also play an important role in purchasing decisions, showing that consumers consider the value received compared to the costs incurred.

However, the negative influence of people's variables shows that the quality of the services provided by employees may not always be satisfying, which can reduce consumer trust. Therefore, JNE needs to pay attention to training and development of human resources to increase interaction with customers.

Conclusion

Overall, this research provides an important insight for JNE in formulating a more effective marketing strategy. By understanding the marketing mix elements that affect consumer decisions, JNE can optimize marketing approaches and improve their services. It is hoped that this research can also be a reference for other companies in the same industry to increase their competitiveness.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve promotional activities: JNE should continue to invest in promotional activities, such as advertising, discounts, and loyalty programs, to attract and retain customers.
Competitive pricing: JNE should maintain competitive prices to ensure that consumers consider the value received compared to the costs incurred.
Training and development of human resources: JNE should pay attention to training and development of human resources to increase interaction with customers and improve the quality of services provided.
Optimize marketing approaches: JNE should optimize marketing approaches by understanding the marketing mix elements that affect consumer decisions.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of 100 JNE Medan customer respondents may not be representative of the entire population.
Data collection method: The data collection method used in this study may not be comprehensive, as it relies on a questionnaire and secondary data.
Time frame: The study was conducted over a limited time frame, which may not capture the full range of marketing mix elements that affect consumer decisions.

Future Research Directions

Future research should aim to:

Examine the effect of marketing mix strategy on consumer decisions in other industries: This study focused on the goods delivery services industry, but future research should examine the effect of marketing mix strategy on consumer decisions in other industries.
Investigate the role of digital marketing in influencing consumer decisions: With the increasing importance of digital marketing, future research should investigate the role of digital marketing in influencing consumer decisions.
Develop a more comprehensive model of marketing mix strategy: This study used a descriptive analysis method and multiple linear regression, but future research should develop a more comprehensive model of marketing mix strategy that incorporates other variables.
Q&A: Analysis of the Effect of Marketing Mix Strategy on Consumer Decisions to use Goods Delivery Services: Case Study at PT. Tiki Nugraha Ekakurir (JNE) Medan

Q: What is the marketing mix strategy, and how does it affect consumer decisions?

A: The marketing mix strategy, also known as the 7 Ps, consists of products, prices, promotions, places, people, processes, and physical evidence. It is a crucial element in determining the success of a company's marketing efforts. By understanding the marketing mix elements that affect consumer decisions, companies can optimize their marketing approaches and improve their services.

Q: What are the key findings of this study?

A: The study found that the marketing mix variable, namely products, prices, promotions, places, people, and processes, had a positive and significant influence on the purchasing decisions of shipping services in JNE Medan. Promotional variables were found to be the dominant factor that influences consumer decisions to use JNE services.

Q: What are the implications of this study for JNE?

A: The study provides an important insight for JNE in formulating a more effective marketing strategy. By understanding the marketing mix elements that affect consumer decisions, JNE can optimize marketing approaches and improve their services. It is hoped that this research can also be a reference for other companies in the same industry to increase their competitiveness.

Q: What are the limitations of this study?

A: This study has several limitations, including a sample size of 100 JNE Medan customer respondents, which may not be representative of the entire population. The data collection method used in this study may not be comprehensive, as it relies on a questionnaire and secondary data. The study was also conducted over a limited time frame, which may not capture the full range of marketing mix elements that affect consumer decisions.

Q: What are the recommendations for JNE based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Improve promotional activities: JNE should continue to invest in promotional activities, such as advertising, discounts, and loyalty programs, to attract and retain customers.
Competitive pricing: JNE should maintain competitive prices to ensure that consumers consider the value received compared to the costs incurred.
Training and development of human resources: JNE should pay attention to training and development of human resources to increase interaction with customers and improve the quality of services provided.
Optimize marketing approaches: JNE should optimize marketing approaches by understanding the marketing mix elements that affect consumer decisions.

Q: What are the future research directions based on this study?

A: Future research should aim to:

Examine the effect of marketing mix strategy on consumer decisions in other industries: This study focused on the goods delivery services industry, but future research should examine the effect of marketing mix strategy on consumer decisions in other industries.
Investigate the role of digital marketing in influencing consumer decisions: With the increasing importance of digital marketing, future research should investigate the role of digital marketing in influencing consumer decisions.
Develop a more comprehensive model of marketing mix strategy: This study used a descriptive analysis method and multiple linear regression, but future research should develop a more comprehensive model of marketing mix strategy that incorporates other variables.

Q: What are the practical implications of this study for businesses?

A: The study provides practical implications for businesses, including the importance of understanding the marketing mix elements that affect consumer decisions. By optimizing marketing approaches and improving services, businesses can increase customer satisfaction and loyalty, ultimately leading to increased revenue and competitiveness.

Q: What are the theoretical implications of this study for marketing theory?

A: The study contributes to marketing theory by providing a deeper understanding of the marketing mix elements that affect consumer decisions. The study also highlights the importance of considering the interactions between marketing mix elements and consumer decisions, which can lead to a more comprehensive understanding of marketing theory.