MARKETING MIX STRATEGY TO INCREASE B2C VOLUME AT NINJA XPRESS

• Main Author: Ananda Putri Wibowo, Annisha
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83358
• Institution: Institut Teknologi Bandung

This research focuses on the development and analysis of marketing mix strategies to enhance the B2C (business-to-consumer) segment of Ninja Xpress, a leading logistics and delivery service provider in Indonesia. The study identifies the challenges faced by Ninja Xpress in increasing daily shipment volumes and evaluates the effectiveness of the current marketing strategies. Using quantitative and qualitative methods, including surveys, observations, and documentation, this research examines the impact of the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) on consumer attitudes and purchase intentions. This research uses a customer behavior framework to understand how individuals make decisions to allocate available resources. By applying this framework, the study aims to understand how each element of the marketing mix affects consumer attitudes towards Ninja Xpress and subsequently their purchase intentions. The key findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly influence consumer satisfaction and brand loyalty. Through an in-depth SWOT analysis, the research identifies the strengths, weaknesses, opportunities, and threats faced by Ninja Xpress in the competitive logistics market. The study also proposes strategic recommendations based on TOWS analysis to enhance the company's marketing efforts. These recommendations include improving service quality, offering competitive pricing, expanding promotional campaigns, and optimizing operational processes to more effectively meet consumer expectations. Overall, this research provides comprehensive insights into the marketing dynamics of the Indonesian logistics industry, offering practical recommendations for Ninja Xpress to increase its market share in the B2C segment. The findings contribute to a broader understanding of marketing strategies in the logistics sector and provide a blueprint for other companies facing similar challenges in the rapidly evolving e-commerce landscape.