ANALISIS PENGARUH MARKETING MIX 7P TERHADAP MINAT KONSUMEN DALAM PEMASARAN BISNIS DIGITAL

Abstract

A This study aims to analyze the effect of the 7P marketing mix on the element product, price, place, promotion, people, process, and physical evidence on consumer interest in digital business marketing, using Indohostfamilies as a case study under the Wirausaha Merdeka program at Politeknik Perkapalan Negeri Surabaya in 2024. The research employed a quantitative method with a multiple linear regression analysis approach. Data were collected through questionnaires distributed to respondents, including students  who rented a boarding house  in Surabaya. The results indicate that not all individual marketing mix variables have a significant partial influence on consumer interest. However, simultaneously, the seven elements of the marketing mix significantly influence consumer interest. This implies that an integrated marketing strategy is more effective than evaluating individual elements in isolation. The findings provide valuable insights for developing marketing strategies for new tenants in the digital business landscape and encourage entrepreneurial growth among students. Furthermore, this study is expected to serve as a reference for future research examining the relationship between marketing elements and consumer behavior.