Management and Economics Journal (MEC-J)
Vol 1, No 1 (2017)

The analysis of 7P marketing mix strategy on powder herbal products and red ginger candy in Batu city home industry

Mas, Nasharuddin (Unknown)
Nanik, Sri (Unknown)

Article Info

Publish Date
24 Dec 2017

Abstract

This study is to examine the effect of 7P marketing mix strategy on customer satisfaction through purchase decision as mediation variable. The samples are customers of 55 customers of herbal powder and red ginger candy products in Batu home industry. The data is collected by questionnaires. The research result shows that 7P marketing strategy affects on customer satisfaction, both directly and indirectly through purchase decision. The purchase decision also has a positive and significant effect on customer decision of herbal powder and red ginger candy products in Batu home industry.Keywords: Marketing Mix, Powder Herbal Product, Red Ginger Candy.

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Journal Info
Management and Economics Journal (MEC-J)
Website

Abbrev

mec

Publisher

Universitas Islam Negeri Maulana Malik Ibrahim Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Management and Economics Journal (MEC-J) is a peer-reviewed and open access journal that focuses on management and economics fields. This journal publishes original articles, reviews, and also interesting case reports. Letters and commentaries of our published articles are welcome. Subjects suitable ...