Analysis of Haura Mart's Marketing Strategy Using the Marketing Mix Method and the SOAR in Dealing with the Competition

Intan Ayu Sekar; Muhammad Isnaini Hadiyul Umam; Fitriani Surayya Lubis; Melfa Yola; Misra Hartati

doi:10.22441/ijiem.v6i3.31592

Analysis of Haura Mart's Marketing Strategy Using the Marketing Mix Method and the SOAR in Dealing with the Competition

Penulis

Intan Ayu Sekar Department of Industrial Engineering, Universitas Islam Negeri Sultan Syarif Kasim Riau, JL. HR. Soebrantas Km. 15, Pekanbaru 28293
Muhammad Isnaini Hadiyul Umam Department of Industrial Engineering, Universitas Islam Negeri Sultan Syarif Kasim Riau, JL. HR. Soebrantas Km. 15, Pekanbaru 28293
Fitriani Surayya Lubis Department of Industrial Engineering, Universitas Islam Negeri Sultan Syarif Kasim Riau, JL. HR. Soebrantas Km. 15, Pekanbaru 28293
Melfa Yola Department of Industrial Engineering, Universitas Islam Negeri Sultan Syarif Kasim Riau, JL. HR. Soebrantas Km. 15, Pekanbaru 28293
Misra Hartati Department of Industrial Engineering, Universitas Islam Negeri Sultan Syarif Kasim Riau, JL. HR. Soebrantas Km. 15, Pekanbaru 28293

DOI:

https://doi.org/10.22441/ijiem.v6i3.31592

Kata Kunci:

Marketing strategy, Increase sales, Marketing mix, SOAR analysis

Abstrak

This research to analyze the marketing strategy of Haura Mart supermarket in facing competition, namely by using the Marketing Mix (7P) method and the SOAR (Strengths, Opportunities, Aspirations, and Results) if you want to increase sales. Marketing Mix consists of Product, Price, Place, Promotion, Physical Evidence, People, and Process which are used to identify the most dominant factors in marketing objectives. while the SOAR method is the result of the analysis of the most dominant or influential factors of the marketing mix strategy (7P). The results of this study found that the most influential on the Marketing Mix method was from the results of the t-test, it was found that the factors that influenced sales volume were place with a t-value of 2.784, promotion with a t-value of 2.902, people with a t-value of 2.630, and process with a t-value of 2.133. This is because t-value > t-table (1.986). And SOAR calculations with the result of the total IFE matrix score is 3.518 and the total EFE matrix score is 3.737.So that the SA method, OA method, SR approach, and OR method marketing mixare the most effective strategies to increase Haura Mart supermarket sales in facing competition.

Unduhan

Data unduhan belum tersedia.

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PDF (English)

Diterbitkan

2026-01-27

Cara Mengutip

Sekar IA, Umam MIH, Lubis FS, Yola M, Hartati M. Analysis of Haura Mart’s Marketing Strategy Using the Marketing Mix Method and the SOAR in Dealing with the Competition. IJIEM [Internet]. 27 Januari 2026 [dikutip 28 Mei 2026];6(3):438-49. Tersedia pada: https://training-ojs3-publikasi.mercubuana.ac.id/index.php/ijiem/article/view/31592

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Vol 6 No 3: October 2025

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