Abstract :

In 2022, Indonesia anticipates a surge in e-commerce users, forecasted to hit 178.94 million from 158.65 million, indicating sustained growth. Projections foresee a rise to 196.47 million users by 2023, persisting for four years. STEGGO aims to leverage this trend, employing internal STP and Marketing Mix (4Ps) and external PESTEL, Competitor, and Customer Analyses. SEM-PLS will decipher insights from surveys, linking the marketing mix to customer attitude and purchase intention. Surprisingly, promotional efforts exhibit a negative correlation to customer attitude for STEGGO products. The analysis aims to guide STEGGO to target the right niche within the frozen meat distributor competition. Notably, product, price, and place significantly influence customer attitude, impacting purchase intentions by shaping customer acceptance for product re-purchase.

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Keywords :

Marketing Mix (4P); PESTEL; STP; SEM-PLS

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References :

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