SYNTHESIS

After gathering various studies and literature reviews that are related to the
marketing strategies by variables which are product, price, promotion, place, and
people, it was found that every literature and study stated in this research is
connected and is like the present study.
Kotler and Armstrong (2008: 266) defined a product as anything that can be offered
to the market to attract attention, acquisition, use, or consumption that can satisfy
an activity or need. According to Yusuf & Matiin (2023), apart from products being
the basis for determining marketing policy, it is also a picture of the company in the
eyes of the consumer community. Products are not limited to physical form, but also
the quality and the model and anything that can satisfy consumer desires.
Samoggia and Riedel (2018) stated that the critical factors of consideration in
creating value for the customer are the consumer’s personal preferences and
extrinsic attributes such as the brands and packaging. Therefore, it is vital to make
unique products that stand out in the market and appeal to customers. It is a crucial
ingredient to attaining competitive advantage and may increase a company’s
profits (Hsu, Lu, Chien, Hsieh, & Wang, 2019).
Price is the amount that consumers will be willing to pay for a product. Making
money is the main objective of a business, so the price must be established
considering the achievement of a profit margin, making sure that they obtain cost-
effectiveness or profitability. The price must reflect the value of the product, which
means that it must cover the costs of the product, adding the margin that
represents the attributes that make the product competitive. The price is closely
linked to the product attributes since these are the ones that can make the product
have a higher price (Mir-Bernal & Sadaba, 2022). Mackenzie Bailey (2021) defined
pricing strategy as a method used for establishing the best price for a product. It
helps the business choose prices to maximize profits while considering consumer
and market demand. Competitive Pricing, also known as competition-based pricing,
serves as the pricing reference for the current market rate for a company’s product.
Competitive pricing treats the competitors’ prices as a benchmark. Most new coffee
businesses choose competitive pricing as their initial pricing strategy.
Kotler (2007) defined promotion as an activity that conveys the benefits of the
product and persuades consumers to buy the product offered. It includes all
activities undertaken by the company to consume the benefits of its products and
convince consumers to be willing to take action to buy. Sales promotion is a form of
direct persuasion using various incentives that can be arranged to stimulate the
purchase of products immediately and or increase the number of items purchased
by consumers (Utami, 2018). Advertising and marketing are used in conjunction
with sales promotion events. According to Kotler & Keller, sales promotion is a
significant component of a marketing strategy that consists of a series of offers, the
majority of which are short-term, intended to encourage customers to buy goods or
services more quickly or at a higher price. Based on the results of the literature
review by Suci & Yunia (2018), promotion, price, and brand image have a significant
influence on purchasing decisions made by customers. The purchase decision is an
effort made to determine the choice of a product by considering product suitability
factors with needs, prices, desires, or advantages and disadvantages of a product.
Based on the study of Fisher (2017), the purpose of all promotions is to come up
with sales, inform clients, produce brand/product awareness, and stimulate a need
for the product, however as a little business owner with a ‘small business budget’
it's vital to properly analyze promotional methods.
The physical location of a store can play a significant role in attracting potential
shoppers and influencing their attention (Ahmed & Ting, 2023). Also, the location of
the store which can affect its layout and design, can affect customers’ visual search
behavior. Factors such as aisle placement, product arrangement, and signage can
guide shoppers' attention and influence their exploration patterns within the store.
A well-designed and strategically organized store layout can facilitate effective
visual search and encourage shoppers to explore various product categories. Based
on the book “Retailing Management”, choosing the right location involves
considering target market demographics, foot traffic, nearby businesses, and
accessibility. The layout of the coffee shop should optimize traffic flow, create an
inviting atmosphere, and facilitate easy access to products and services. Based on
the study by Smith and Johnson (2019), they found that high-traffic coffee shops
had more customers and revenues. Coffee shops were more visible in busy business
districts, retail complexes, and educational institutions. Also, based on the study
conducted by Recamadas (2018), it was found that the store location influenced
customer loyalty. The marketing mix, customer expectation, experience, and
satisfaction are directly correlated with customer loyalty. Choosing the right store
location is important for meeting customer preferences and convenience.
People refer to vendors/staff, the people serve the product of their food stall. Their
clothing, appearance, and attitude all have an impact on the quality of service (Ho
et al., 2022). It is essential to have the right people because they are as much part
of the business offering as the products/services the business is offering. According
to Mine Haktanir and Ezgi Gullu (2023), a social network of customers and
employees, communication with familiar people, and sharing a homely feel are
found to be the key determinants of customers’ attachment. The owner as well as
the employees have a big role in the comfort, security, sense of belonging, and
convenience of the customers. According to Tan (2021) in his exploratory case
study, this showed that different business models have different priorities in
response to the value chain shifts. Upstream players react toward being efficient in
their operations, whereas downstream players work to be responsive in capturing
market value.