Quality Suitability with Prices

Oct 13, 2025 by miodeya.com 134 views

Introduction

The marketing mix, also known as the 4 Ps, is a fundamental concept in marketing that consists of product, price, place, and promotion. It is a crucial tool for businesses to understand the needs of their target market and develop effective marketing strategies. In the context of the Wais sand banana market in Medan City, this study aims to analyze the relationship between the marketing mix and the purchasing decision of consumers. By examining the impact of various marketing mix elements on consumer behavior, this research aims to provide valuable insights for entrepreneurs in the Wais sand banana industry.

Methodology

This study employed an accidental sampling technique to collect data from 104 respondents in Medan City. The research location was focused on Wais sand banana outlets, which are popular among local communities. The analysis method applied was the Spearman rank correlation analysis, a non-parametric statistical method used to measure the strength and direction of the relationship between two variables.

Results

The results of this study showed that several indicators in the marketing mix were positively and significantly related to the decision to purchase banana sand wais. These indicators include:

Product Quality: Consumers tend to choose high-quality products, and product quality is a major factor in making decisions in purchasing Wais sand bananas.
Product Taste: The taste of the product is also an important factor that influences consumer decisions in making purchases.
Quality Suitability with Prices: The suitability between price and product quality is also an important factor that influences consumer decisions in making purchases.
Personal Sales: Personal sales, or the interaction between sales staff and customers, also play a significant role in influencing consumer decisions.

However, not all indicators in the marketing mix showed a significant relationship. Indicators such as:

Product Brands: Although product brands are an important factor in influencing consumer decisions, they were not found to be significantly related to the decision to purchase banana sand wais.
Product Packaging: Product packaging, although it contributes to creating a positive brand image, was not found to be significantly related to the decision to purchase banana sand wais.
Price Affordability: Price affordability, or the perceived value of the product in relation to its price, was not found to be significantly related to the decision to purchase banana sand wais.
Locations of Outlets: The location of outlets, although it contributes to creating a positive brand image, was not found to be significantly related to the decision to purchase banana sand wais.
Conveniences of Outlets: The convenience of outlets, or the ease of access to the product, was not found to be significantly related to the decision to purchase banana sand wais.
Atmosphere and Outlets Decorations: The atmosphere and decorations of outlets, although they contribute to creating a positive brand image, were not found to be significantly related to the decision to purchase banana sand wais.
Outlet Product Specialization: Outlet product specialization, or the focus of the outlet on a specific product, was not found to be significantly related to the decision to purchase banana sand wais.
Sales Promotion: Sales promotion, although it contributes to creating a positive brand image, was not found to be significantly related to the decision to purchase banana sand wais.

Discussion

The results of this study provide a clear picture of the importance of the quality and taste of the product in attracting consumer attention. With so many choices of food and snacks on the market, products that can offer the best quality and satisfactory taste experience will be more easily accepted by consumers. Therefore, Wais sand banana entrepreneurs need to continue to maintain product quality and develop innovative flavors to maintain customers and attract new consumers.

On the other hand, indicators such as promotion, packaging, and atmosphere of outlets, although not significant, continue to play a role in creating a positive brand image. Employers need to consider ways to increase the attraction of outlets, for example by improving decoration or offering attractive promotions at certain times. This can improve consumer experience when visiting outlets, although it does not directly affect the purchase decision.

Conclusion

In conclusion, this study shows that the quality of the product and taste is a major factor in making decisions in purchasing Wais sand bananas in the city of Medan. Another marketing mix, although it contributes, is not always the main determinant. Therefore, marketing strategies that are more focused on improving the quality and product innovation will be very beneficial for entrepreneurs in maintaining competitiveness in increasingly fierce markets.

Recommendations

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

Improve Product Quality: Wais sand banana entrepreneurs need to continue to maintain product quality and develop innovative flavors to maintain customers and attract new consumers.
Develop Personal Sales: Employers need to develop personal sales skills among their staff to improve the interaction between sales staff and customers.
Improve Outlet Attraction: Employers need to consider ways to increase the attraction of outlets, for example by improving decoration or offering attractive promotions at certain times.
Focus on Product Innovation: Marketing strategies that are more focused on improving the quality and product innovation will be very beneficial for entrepreneurs in maintaining competitiveness in increasingly fierce markets.

By implementing these recommendations, Wais sand banana entrepreneurs can improve their competitiveness in the market and attract more customers.

Q: What is the marketing mix, and how does it relate to the purchasing decision of Wais sand banana in Medan City?

A: The marketing mix, also known as the 4 Ps, consists of product, price, place, and promotion. It is a fundamental concept in marketing that helps businesses understand the needs of their target market and develop effective marketing strategies. In the context of Wais sand banana in Medan City, this study aims to analyze the relationship between the marketing mix and the purchasing decision of consumers.

Q: What are the key findings of this study?

A: The study found that several indicators in the marketing mix were positively and significantly related to the decision to purchase banana sand wais, including product quality, product taste, quality suitability with prices, and personal sales. However, not all indicators in the marketing mix showed a significant relationship, including product brands, product packaging, price affordability, locations of outlets, conveniences of outlets, atmosphere and outlets decorations, outlet product specialization, and sales promotion.

Q: What does this study mean for Wais sand banana entrepreneurs?

A: This study suggests that Wais sand banana entrepreneurs need to focus on improving the quality and taste of their products to attract more customers. They should also develop personal sales skills among their staff to improve the interaction between sales staff and customers. Additionally, they should consider ways to increase the attraction of their outlets, such as improving decoration or offering attractive promotions at certain times.

Q: How can Wais sand banana entrepreneurs improve the quality and taste of their products?

A: Wais sand banana entrepreneurs can improve the quality and taste of their products by:

Using high-quality ingredients: Using fresh and high-quality ingredients can help improve the taste and quality of the product.
Developing innovative flavors: Developing new and innovative flavors can help attract more customers and improve the taste of the product.
Improving production processes: Improving production processes can help ensure that the product is consistently of high quality.

Q: How can Wais sand banana entrepreneurs develop personal sales skills among their staff?

A: Wais sand banana entrepreneurs can develop personal sales skills among their staff by:

Providing training: Providing training on personal sales skills can help staff develop the skills they need to interact effectively with customers.
Encouraging customer interaction: Encouraging staff to interact with customers and provide excellent customer service can help improve the customer experience.
Recognizing and rewarding excellent sales performance: Recognizing and rewarding excellent sales performance can help motivate staff to improve their sales skills.

Q: How can Wais sand banana entrepreneurs increase the attraction of their outlets?

A: Wais sand banana entrepreneurs can increase the attraction of their outlets by:

Improving decoration: Improving the decoration of the outlet can help create a welcoming and attractive environment for customers.
Offering attractive promotions: Offering attractive promotions and discounts can help attract more customers and improve the customer experience.
Providing excellent customer service: Providing excellent customer service can help improve the customer experience and increase the attraction of the outlet.

Q: What are the implications of this study for the Wais sand banana industry in Medan City?

A: This study suggests that the Wais sand banana industry in Medan City needs to focus on improving the quality and taste of their products to attract more customers. They should also develop personal sales skills among their staff and consider ways to increase the attraction of their outlets. By implementing these recommendations, the Wais sand banana industry in Medan City can improve its competitiveness and attract more customers.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of this study was relatively small, which may limit the generalizability of the findings.
Sampling method: The sampling method used in this study was accidental sampling, which may not be representative of the target population.
Data collection method: The data collection method used in this study was self-reported, which may be subject to biases and limitations.

Q: What are the future research directions for this study?

A: Future research directions for this study include:

Replicating the study: Replicating the study with a larger sample size and using a more representative sampling method can help improve the generalizability of the findings.
Examining the impact of other marketing mix elements: Examining the impact of other marketing mix elements, such as advertising and public relations, on the purchasing decision of Wais sand banana in Medan City can help provide a more comprehensive understanding of the marketing mix.
Examining the impact of demographic variables: Examining the impact of demographic variables, such as age and income, on the purchasing decision of Wais sand banana in Medan City can help provide a more nuanced understanding of the target market.