The Effect of Marketing Mix on Consumer Interest

Oct 13, 2025 by wbrum.org 34 views

Introduction

In the competitive world of Muslim fashion, Hj. Isma Lubis at Petisah Medan Market has become a favorite destination for Muslim fashion seekers in Medan. The success of this store cannot be separated from the target marketing strategy. This study aims to reveal how the marketing mix, which consists of products, prices, promotions, locations, personnel, processes, physical evidence, and customer service, influences the interest of consumers to buy Muslim clothing at the store.

Methodology

This study uses a quantitative approach with multiple linear regression analysis methods. The data used comes from 88 respondents who are HJ shop customers. Isma Lubis. The results showed that all marketing mix variables had a positive and significant influence on consumer interest. This means that the better the quality of the product, price strategy, promotion, location, personnel, service process, physical proof of shop, and customer service, the higher the consumer interest to buy Muslim clothing at Hj stores. Isma Lubis.

The Effect of Marketing Mix on Consumer Interest

Products

The quality of Muslim fashion products offered by Hj. Isma Lubis is the main attraction. Models, materials, and designs that are in accordance with consumer tastes, as well as neat and precise quality stitches are key factors that affect purchase interest. The quality of products is a crucial factor in attracting consumers, as it directly affects the perceived value of the product. Consumers are more likely to purchase products that meet their expectations in terms of quality, design, and functionality.

Price

Competitive pricing strategy and comparable to product quality is a determining factor in attracting consumer interest. Affordable prices without sacrificing quality are an effective strategy in winning competition. Consumers are more likely to purchase products that are priced competitively, as it provides value for money. However, it is essential to note that price is not the only factor that affects consumer interest, as other marketing mix variables also play a significant role.

Promotion

Creative and attractive promotions, such as discounts, prizes, and loyalty programs, become an effective strategy for increasing consumer interest. Promotion carried out through social media and digital platforms also further expands the range of store marketing. Consumers are more likely to engage with promotions that are creative, attractive, and relevant to their interests. Social media and digital platforms provide an effective channel for promoting products and reaching a wider audience.

Location

Although the location of the shop in Petisah Medan Market has a positive influence, the influence is not significant. This shows that other factors, such as products and services, have a more dominant role in attracting consumers. Location is an essential factor in attracting consumers, as it affects the accessibility and convenience of the store. However, in this study, the location of the shop did not have a significant impact on consumer interest.

Personnel

Friendly, professional and informative service from the sellers at Hj Store. Isma Lubis is an added value that captivates consumers. The friendliness and ability of the seller to provide information about products and help consumers in choosing an important factor in increasing purchasing interest. Consumers are more likely to engage with sales staff who are friendly, professional, and knowledgeable about the products.

Process

Ease and speed in the transaction process, such as a complete payment system, ease of product returns, and fast shipping services, a factor that affects customer satisfaction and increasing purchase interest. Consumers are more likely to engage with a smooth and efficient transaction process, as it provides a positive experience.

Physical Evidence

Comfortable store interior design, neat and attractive product arrangement, as well as good cleanliness and lighting gives a positive impression to consumers and increases purchase interest. Consumers are more likely to engage with a store that has a pleasant and inviting atmosphere, as it affects their perception of the store.

Customer Service

Responsive to complaints and needs of consumers, as well as efforts to provide appropriate solutions to be a key factor in building consumer trust and loyalty. Consumers are more likely to engage with a store that provides excellent customer service, as it affects their perception of the store.

Conclusion

The success of the Hj shop. Isma Lubis in attracting consumer interest in Muslim clothing lies in the integrated and targeted marketing mix strategy. The study reveals that all marketing mix variables have a positive and significant influence on consumer interest. This means that the better the quality of the product, price strategy, promotion, location, personnel, service process, physical proof of shop, and customer service, the higher the consumer interest to buy Muslim clothing at Hj stores. Isma Lubis.

The Importance of Utilizing Research Findings

The results of this study can be a reference for HJ shop owners. Isma Lubis in improving marketing strategies and maintaining consumer loyalty. With a focus on improving product quality, competitive price strategies, creative promotions, friendly and professional services, as well as refinement of store design and transaction processes, Hj stores. Isma Lubis can continue to grow and become a major reference in the Muslim fashion industry in Medan.

Recommendations

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

Improve product quality to meet consumer expectations
Develop a competitive pricing strategy that is comparable to product quality
Create creative and attractive promotions to increase consumer interest
Enhance customer service to build trust and loyalty
Refine store design and transaction processes to provide a positive experience
Utilize social media and digital platforms to expand store marketing

By implementing these recommendations, Hj stores. Isma Lubis can continue to grow and become a major reference in the Muslim fashion industry in Medan.

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

A: The marketing mix refers to the combination of product, price, promotion, location, personnel, process, physical evidence, and customer service that a company uses to market its products or services. In the context of this study, the marketing mix has a positive and significant influence on consumer interest in buying Muslim clothing at Hj stores. Isma Lubis.

Q: What are the key factors that affect consumer interest in buying Muslim clothing at Hj stores?

A: The key factors that affect consumer interest in buying Muslim clothing at Hj stores include:

Quality of products
Price strategy
Promotion
Location
Personnel
Process
Physical evidence
Customer service

Q: How does the quality of products affect consumer interest?

A: The quality of products is a crucial factor in attracting consumers, as it directly affects the perceived value of the product. Consumers are more likely to purchase products that meet their expectations in terms of quality, design, and functionality.

Q: What is the role of price strategy in attracting consumer interest?

A: Competitive pricing strategy and comparable to product quality is a determining factor in attracting consumer interest. Affordable prices without sacrificing quality are an effective strategy in winning competition.

Q: How does promotion affect consumer interest?

A: Creative and attractive promotions, such as discounts, prizes, and loyalty programs, become an effective strategy for increasing consumer interest. Promotion carried out through social media and digital platforms also further expands the range of store marketing.

Q: What is the significance of location in attracting consumer interest?

A: Although the location of the shop in Petisah Medan Market has a positive influence, the influence is not significant. This shows that other factors, such as products and services, have a more dominant role in attracting consumers.

Q: How does customer service affect consumer interest?

A: Responsive to complaints and needs of consumers, as well as efforts to provide appropriate solutions to be a key factor in building consumer trust and loyalty. Consumers are more likely to engage with a store that provides excellent customer service.

Q: What are the implications of this study for Hj stores. Isma Lubis?

A: The results of this study can be a reference for HJ shop owners. Isma Lubis in improving marketing strategies and maintaining consumer loyalty. With a focus on improving product quality, competitive price strategies, creative promotions, friendly and professional services, as well as refinement of store design and transaction processes, Hj stores. Isma Lubis can continue to grow and become a major reference in the Muslim fashion industry in Medan.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study was conducted in a single location (Petisah Medan Market)
The sample size was relatively small (88 respondents)
The study only focused on the marketing mix and did not consider other factors that may affect consumer interest.

Q: What are the future research directions?

A: Future research directions may include:

Conducting a study in multiple locations to generalize the findings
Increasing the sample size to improve the reliability of the results
Considering other factors that may affect consumer interest, such as social media and digital marketing.

By addressing these FAQs, we hope to provide a better understanding of the effect of marketing mix on consumer interest in buying Muslim clothing at the Hj Isma Lubis Petisah Petisah Medan store.