Implementation of the 7P MIX Marketing Strategy in Iwabeka Cafe Services to Increase Competitiveness

Salsa Rahmawati Saputri; Hilwa Rohmahdiniyah Nur Azizah; Sudarmiatin; Wening Patmi Rahayu

doi:10.55927/ijba.v5i6.15785

Authors

Salsa Rahmawati Saputri Universitas negeri Malang
Hilwa Rohmahdiniyah Nur Azizah Universitas Negeri Malang
Sudarmiatin Universitas Negeri Malang
Wening Patmi Rahayu Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ijba.v5i6.15785

Keywords:

Marketing Mix, Marketing Strategy, Cafe, Service.

Abstract

Globalization drives major changes in the business environment, so companies need to implement adaptive and customer-oriented strategies. In the service industry, success is greatly influenced by an effective service strategy through the 7P Marketing Mix concept, which emphasizes the importance of service quality, human resources, and physical evidence in building customer satisfaction and loyalty. This study analyzes the application of the 7P marketing mix in Iwabeka Coffee & Eatery services in Malang City and its impact on business competitiveness. The method used is descriptive qualitative through in-depth interviews and observations. The results of the study indicate that the 7P marketing mix plays an important role in increasing competitiveness and creating sustainable competitive advantages for cafes.

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