The Effect of The Marketing Mix on Coffee Sales Performance: Empirical Evidence From an Indonesian SME
DOI:
https://doi.org/10.63453/jfb.v2i2.63Keywords:
Marketing_mix; product; price; place; promotionAbstract
This study aims to examine the influence of the marketing mix, consisting of product, price, place, and promotion, on the sales performance of Nuansa Gembira Coffee in Indonesia. The research adopts a descriptive approach by integrating quantitative and qualitative methods to provide a comprehensive understanding of consumer behavior and marketing effectiveness. Data were collected from 300 respondents who had purchased and consumed Nuansa Gembira Coffee, ensuring that the sample represented actual customers with direct product experience. The findings reveal that the marketing mix variables simultaneously have a positive and significant effect on sales, indicating that an integrated marketing strategy plays an important role in improving sales performance. When analyzed individually, the place variable emerges as the most influential factor, highlighting the importance of distribution channels, product availability, and ease of access in driving consumer purchasing decisions. In contrast, product, price, and promotion do not demonstrate a significant individual influence on sales. These results suggest that while product quality, pricing strategy, and promotional activities remain important, their effectiveness may depend on how well the product is distributed and accessed by consumers. Based on these findings, this study recommends that Nuansa Gembira Coffee strengthen its distribution network, ensure consistent product availability, maintain the use of high-quality coffee beans as the main raw material, expand flavor variants, and improve packaging design. These strategies are expected to enhance competitiveness and support sustainable sales growth in the Indonesian coffee market.
Downloads
References
Adeleke, A. (2020). A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses. Open Journal of Business and Management, 8, 726–753. https://doi.org/10.4236/ojbm.2020.82044
Andorfer, V. A., & Liebe, U. (2014). Do Information , Price , or Morals Influence Ethical Consumption ? A Natural Field Experiment and Customer Survey on the Purchase of Fair Trade Coffee. Social Science Research, 41(6), 0–41. https://doi.org/https://doi.org/10.1016/j.ssresearch.2015.02.007
Anthara, I. M. A., & Salim, E. (2019). Probability Analysis of Coffee Sales Using Markov Theory. IOP Conference Series: Materials Science and Engineering, 2–7. https://doi.org/10.1088/1757-899X/662/6/062006
Asioli, D., Næs, T., & Granli, B. S. (2014). Consumer preferences for iced coffee determined by conjoint analysis : an exploratory study with Norwegian consumers. International Journal of Food Science and Technology, 49, 1565–1571. https://doi.org/10.1111/ijfs.12485
Bahman, S. P., Kamran, N., & Mostafa, E. (2013). The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 7(34), 3272–3280. https://doi.org/10.5897/ajbm12.127
Brorewongtrakhul, S., & Kunthotong, T. (2021). Guidelines for Marketing mix strategies Development of Coffee shop entrepreneurs and Factors Marketing mix affecting the Consumer ’ s making to choose Coffee shop. Psychology and Education, 58(4), 1976–1979. http://it.nation.ac.th/download/2564 MKTGmixsCoffeeShop_Scopus.pdf
Darlington, R. B., & Hayes, A. F. (2017). Regression analysis and linear models. New York, NY: Guilford. https://doc1.bibliothek.li/acd/FLMF052309.pdf
Datta, Hannes; Ailawadi, Kusum L.; van Heerde, H. . (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing mix response ? Journal of Marketing, 81(3), 1–20. https://doi.org/10.1509/jm.15.0340
Donovan, J., & Poole, N. (2014). Changing asset endowments and smallholder participation in higher value markets : Evidence from certified coffee producers in Nicaragua. JOURNAL OF FOOD POLICY, 44, 1–13. https://doi.org/10.1016/j.foodpol.2013.09.010
Eisinga, R., Grotenhuis, M.t. & Pelzer, B. (2013). The reliability of a two-item scale: Pearson, Cronbach, or Spearman-Brown? Int J Public Health, 58, 637–642. https://doi.org/https://doi.org/10.1007/s00038-012-0416-3
Hossain, A., Chowdhury, H. K., Hasan, S., Ather, S., & Yusuf, Y. F. (2020). Banking service in Bangladesh : The impact of service marketing mix on purchase intention of university students. Strategic Change, 29(3), 363–374. https://doi.org/10.1002/jsc.2335
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170–186. https://doi.org/10.1057/dddmp.2016.3
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405–424. https://doi.org/10.1108/IMR-02-2019-0080
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539–549. https://doi.org/10.1016/j.bushor.2015.05.006
Kubacki, K., Dietrich, T., & Rundle-Thiele, S. (2017). Segmenting caregivers to gain insights for social marketing program design. In Segmentation in Social Marketing: Process, Methods and Application. https://doi.org/10.1007/978-981-10-1835-0_10
Kuma, T., Dereje, M., Hirvonen, K., & Minten, B. (2016). Cash crops and food security : Evidence from Ethiopian smallholder coffee producers. The Journal of Development Studies, 55(6). https://doi.org/https://doi.org/10.1080/00220388.2018.1425396
Lasi, M. B. A. (2020). the Relationship Between E- Marketing Mix Strategy and Integrated Marketing Communication: a Conceptual Framework. International Journal of Economics and Management Systems, 5(6), 40–48. https://doi.org/10.33564/ijeast.2020.v05i06.007
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). Greening the marketing mix : do firms do it and does it pay off ? Journal of the Academy of Marketing Science, 41, 151–170. https://doi.org/https://doi.org/10.1007/s11747-012-0317-2
Marcial, V. F. (2015). Marketing mix de servicios de información: valor e importancia de la P de producto. Bibliotecas. Anales de Investigación, 11, 64–78.
Marušić, T. (2019). Importance of Marketing Mix in Successful Positioning of Products and Services on the Market. Ekonomska Misao i Praksa, 28(1), 431–446. https://hrcak.srce.hr/clanak/322685
Matt, U. D., Bondowoso, C., Pritantiwi, S., Fatimah, F., & Hermawan, H. (2023). Determination of Product Life Cycle ( PLC ) for Formulation of Marketing. International Journal of Business, Technology, and Organizational Behavior (IJBTOB), 3(1), 772–780. https://doi.org/DOI: https://doi.org/10.52218/ijbtob.v3i1.255
Melchiorre, M. M., & Johnson, S. A. (2017). Finding New Ways to Reach Older Students: Creating a Social Media Marketing Plan for Professional and Continuing Higher Education Programs. Journal of Continuing Higher Education, 65(2), 73–81. https://doi.org/10.1080/07377363.2017.1320178
Mir-Bernal, Pedro & Sadaba, T. (2022). The Ultimate Theory of The Marketing Mix : A Proposal For Marketers and Managers. International Journal of Entrepreneurship, 26(4), 1–22. https://www.researchgate.net/profile/Pedro-Mir-3/publication/360075989_THE_ULTIMATE_THEORY_OF_THE_MARKETING_MIX_A_PROPOSAL_FOR_MARKETERS_AND_MANAGERS/links/626062148e6d637bd1efb82e/THE-ULTIMATE-THEORY-OF-THE-MARKETING-MIX-A-PROPOSAL-FOR-MARKETERS-AND-MANA
Morgan, NA, Whitler, KA, Feng, H. et al. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29. https://doi.org/https://doi.org/10.1007/s11747-018-0598-1
Mukonza, Chipo, I. S. (2019). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838–845. https://doi.org/https://doi.org/10.1002/bse.2401
Nurdeagraha, D., & Suryawardana, E. (2020). Analysis of Factors that Increase Customer Satisfaction Coffee Products. Journal of Digital Marketing and Halal Industry, 2(2), 155–166. https://doi.org/DOI: http://dx.doi.org/10.21580/jdmhi.2020.2.2.6352
Othman, B. A., Harun, A., Rashid, W. N., Nazeer, S., Kassim, W. M., & Kadhim, K. G. (2019). The influences of service marketing mix on customer loyalty towards Umrah travel agents: Evi- dence from Malaysia. Management Science Letters, 9, 865–876. https://doi.org/10.5267/j.msl.2019.3.002
Pomering, A. (2017). Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large. Australasian Marketing Journal, 25(2), 157–165. https://doi.org/10.1016/j.ausmj.2017.04.011
Pramagista, A., & Wandebori, H. (2021). Propose Business Strategy for Coffee Shop in Indonesia (XYZ Company). European Journal of Business and Management Research, 6(1), 90–96. https://doi.org/DOI: 10.24018/ejbmr.2021.6.1.687
Sales, Y. J. D., Corrêa, F. J. B., Thaís, P., Bruna, S. S., Freitas, M. Q., Cruz, A. G., & Esmerino, E. A. (2020). Insights of Brazilian consumers ’ behavior for different coffee presentations : An exploratory study comparing hard laddering and completion task. Journal of Sensory Studies, Journal of(March), 1–9. https://doi.org/10.1111/joss.12611
Sarianti, R., Maliha, D. W., & Wandebori, H. (2019). The Factor Analysis of Marketing Mix for Coffee Franchise ( Case Study : Bengras Kopi ). Advances in Economics, Business and Management Research, Volume 97 Third International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2019), 97(November 2013), 432–439.
Sawmong, S. (2020). A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand. Journal Public Affairs, e2315(July), 1–6. https://doi.org/10.1002/pa.2315
Selhausen, F. M. zu. (2016). What Determines Women ’ s Participation in Collective Action ? Evidence from a Western Ugandan Coffee Cooperative. Feminist Economics, 5701(March). https://doi.org/10.1080/13545701.2015.1088960
Singh, M. (2012). Marketing Mix of 4P ’ S for Competitive Advantage. IOSR Journal of Business and Management (IOSRJBM), 3(6), 40–45. https://www.academia.edu/download/28251386/G0364045.pdf
Souar, Y., Mahi, K., & Ameur, I. (2015). The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company. Expert Journal of Marketing, 3(February), 1–10. https://marketing.expertjournals.com/23446773-15-302/
Sridhar, S., & Fang, E. (2019). New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments. Journal of the Academy of Marketing Science, 47(6), 977–985. https://doi.org/10.1007/s11747-019-00698-y
Streimikiene, D., & Ahmed, R. R. (2021). The integration of corporate social responsibility and marketing concepts as a business strategy: Evidence from SEM-based multivariate and Toda-Yamamoto causality models. Oeconomia Copernicana, 12(1), 125–157. https://doi.org/10.24136/oc.2021.006
Taylor, S. J., Bogdan, R., & DeVault, M. (2016). Introduction to Qualitative Research Methods: A GUIDEBOOK AND RESOURCE. John Wiley & Son, Inc, Hoboken, New Jersey. https://books.google.com/books?hl=id&lr=&id=pONoCgAAQBAJ&oi=fnd&pg=PR11&dq=Introduction+to+Qualitative+Research+Methods+A+GUIDEBOOK+AND+RESOURCE&ots=Qiym9Cav6N&sig=MzUcO-IZJfxqdvimfC4X3sBdQss
Thongrawd, C., & Rittboonchai, W. (2018). Factors affecting coffee consumers ’ behavior : a case study of consumption in Metropolitan Bangkok. Journal of Thai Interdisciplinary Research, 13(5), 48–53. https://doi.org/10.14456/jtir.2018.50
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Science, 13(Suppl.1), 368–374. https://doi.org/10.15547/tjs.2015.s.01.063
Warrens, M. J. (2015). Some relationships between Cronbach’s alpha and the Spearman-Brown formula. Journal of Classification, 32, 127–137. https://doi.org/https://doi.org/10.1007/s00357-015-9168-0
Wu, Y., & Li, E. Y. (2018). Marketing mix , customer value , and customer loyalty in social commerce A stimulus-organism-response perspective. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250
Zhang, H. (2022). Methods for Luckin Coffee to Develop its Core Competence. Advances in Economics, Business and Management Research, Volume 652 Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022), 652(Icssed), 1527–1532. https://www.atlantis-press.com/proceedings/icssed-22/125973864
Zhou, C. (2022). The Promotion Strategy of MANNER COFFEE in China. Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022), 652(Icssed), 1729–1735. https://doi.org/DOI 10.2991/aebmr.k.220405.288
Downloads
Published
How to Cite
Issue
Section
