PENGARUH STRATEGI PEMASARAN BERBASIS MARKETING MIX TERHADAP KINERJA PEMASARAN ELFLO HOUSE DENGAN MENGGUNAKAN ANALISIS SWOT

Novitasari; Rusliana; Riska  Prorina; Marisa Indah Putri; Sely  Mahdalena; Elpi Sepitri; Nurmelya Ardila  Adriani; Rizka Imelda; Shinta Rizky  Anatsia; Dharmawati; Ahmad Rifa'i

doi:10.32520/jam.v10i1.3684

Novitasari Universitas Islam Indragiri
Rusliana Universitas Islam Indragiri
Riska Prorina Universitas Islam Indragiri
Marisa Indah Putri Universitas Islam Indragiri
Sely Mahdalena Universitas Islam Indragiri
Elpi Sepitri Universitas Islam Indragiri
Nurmelya Ardila Adriani Universitas Islam Indragiri
Rizka Imelda Universitas Islam Indragiri
Shinta Rizky Anatsia Universitas Islam Indragiri
Dharmawati Universitas Islam Indragiri
Ahmad Rifa'i Universitas Islam Indragiri

DOI: https://doi.org/10.32520/jam.v10i1.3684

Keywords: Marketing Strategy, Marketing Mix, Marketing Performance, SWOT Analysis, Fashion Industry

Abstract

This study investigates the impact of marketing mix strategies on the marketing performance of Elflo House, a fashion retail store located in Tembilahan, Indonesia. The research employs a quantitative method with a survey approach, utilizing SWOT analysis as a moderating variable. Data were collected from 84 respondents who have purchased products from Elflo House in the last six months. The findings reveal that the strengths of Elflo House, such as effective marketing strategies, extensive delivery networks, and adaptability to market changes, significantly influence its marketing performance. The study highlights the importance of competitive pricing and effective promotional strategies, particularly in the digital landscape, to enhance customer satisfaction and brand loyalty. The results support the hypothesis that marketing mix strategies have a significant effect on marketing performance, suggesting that Elflo House should optimize its marketing strategies to maintain its competitive edge in the evolving fashion industry.