The Implementation of Marketing Mix Strategies in Modern Retail: Evidence From Toserba Sunan Drajat, Tuban

Abstract

The increasing competition in the retail business requires business actors to implement effective marketing strategies to attract consumers. This study aims to analyze the implementation of the marketing mix strategy (Marketing Mix 7P), analyze its role in attracting consumers, and analyze the supporting and inhibiting factors based on the SWOT approach at Toserba Sunan Drajat, Kerek District, Tuban Regency. This study employed a qualitative method with a descriptive approach. Data were collected through observation, interviews, and documentation, while data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results showed that the implementation of the Marketing Mix 7P has been carried out quite well through the application of product, price, place, promotion, people, process, and physical evidence elements, which were able to attract consumers through the provision of diverse products, competitive prices, good service, and a comfortable store environment. Based on the SWOT analysis, the supporting factors include product completeness, strategic location, and service quality, while the inhibiting factors include less optimal digital promotion and increasing business competition. Therefore, strengthening promotional strategies and improving service quality are needed to enhance competitiveness and consumer loyalty.