The findings come at a time when traditional retailers across Indonesia face growing competition from supermarket chains, convenience stores, and digital commerce platforms. As consumer shopping habits continue to evolve, small neighborhood stores are increasingly challenged to retain loyal customers while attracting new ones. The study highlights that success is no longer determined solely by product availability but also by how effectively retailers combine pricing, promotion, and customer service to create a satisfying shopping experience.
According to the authors, traditional retailers possess an important competitive advantage: close relationships with local communities. When supported by an effective marketing strategy, these relationships can strengthen customer loyalty and encourage repeat purchases even as modern retail continues to expand.
Understanding Consumer Decisions Through Everyday Retail Experience
The research focused on SRC Nesya Store, a traditional retail outlet operating within the Sampoerna Retail Community (SRC) network in Muara Jaya Village, Sukadana District. Rather than relying on statistical modeling alone, the researchers used a descriptive qualitative approach to understand how consumers perceive the store's marketing practices.
Information was collected through in-depth interviews, direct observation, documentation, and questionnaires involving 45 consumers, alongside interviews with the store owner and employees. The researchers then analyzed the information by organizing, comparing, and interpreting the evidence to identify the marketing factors that most strongly influenced purchasing decisions.
Four Marketing Elements Shape Consumer Purchasing Decisions
The study evaluated four core elements of the marketing mix: product, price, promotion, and service. Together, these elements contributed to stronger purchasing decisions, although some proved more influential than others.
Product Availability Builds Customer Confidence
Product quality and availability emerged as one of the strongest drivers of purchasing decisions.
Key findings include:
- 75% of respondents considered the product assortment complete.
- 80% agreed that the products met their daily household needs.
- 87% believed the products offered were of good quality.
Consumers reported that they preferred shopping at SRC Nesya because essential household items were consistently available in one location, making shopping more convenient.
Competitive Prices Encourage Repeat Purchases
Pricing also played a major role in consumer behavior.
The researchers found that SRC Nesya deliberately adjusts its prices according to local purchasing power while remaining competitive with nearby retailers. Several everyday products—including cooking oil, sugar, instant noodles, and dishwashing liquid—were sold at lower prices than those offered by competing stores.
This pricing strategy increased consumers' perception of value and encouraged them to continue shopping at the store.
Traditional Promotion Remains Effective but Digital Marketing Is Limited
Promotion at SRC Nesya mainly relies on:
- Face-to-face communication
- Word-of-mouth recommendations
- Promotional programs provided through the SRC retail network
Although these approaches help maintain customer relationships, the study found that digital marketing remains largely underutilized.
Survey results showed:
- 60% of respondents considered current promotional activities less effective.
- 70% agreed that promotions still increased their interest in shopping at the store.
The researchers identified social media and digital marketing as important opportunities for expanding the store's customer base beyond its existing local community.
Customer Service Creates Long-Term Loyalty
Among all marketing elements, customer service stood out as one of SRC Nesya's greatest strengths.
Consumers consistently described employees as friendly, polite, responsive, and helpful.
The survey found that:
- 90% of respondents agreed that employees were courteous and friendly.
- 95% confirmed that checkout prices matched displayed prices.
- 75% believed service was fast and convenient.
The research suggests that positive interactions between staff and customers strengthen trust, satisfaction, and long-term loyalty, ultimately encouraging repeat purchases.
Most Customers Return Because Their Needs Are Consistently Met
Consumer purchasing behavior reflected high satisfaction with the store.
The study reports that:
- 88% of consumers returned primarily to purchase daily necessities.
- Around 50% compared products before making a buying decision.
- Many respondents expressed satisfaction with product quality, pricing, and service, making them willing to recommend SRC Nesya to family members and neighbors.
Overall, the researchers concluded that product quality, competitive pricing, and excellent customer service have the greatest influence on purchasing decisions, while promotional activities still offer considerable room for improvement particularly through digital channels.
Why the Findings Matter
The research provides practical guidance for micro, small, and medium-sized enterprises (MSMEs) operating in traditional retail markets.
Rather than competing directly with large retail chains through scale, traditional retailers can strengthen their position by ensuring reliable product availability, maintaining affordable prices, delivering consistent customer service, and gradually adopting digital marketing strategies.
The findings also offer valuable insights for entrepreneurship educators, business development agencies, policymakers, and retail business owners seeking sustainable strategies to improve the competitiveness of community-based retailers.
Authors' Perspective
The authors from Nahdlatul Ulama University of Lampung conclude that an integrated marketing strategy creates value for consumers while helping traditional retailers remain competitive in an increasingly modern retail environment. They further emphasize that strengthening digital promotion represents the next strategic opportunity for SRC Nesya and similar community-based retail businesses.
Author Profile
Anggi Yuliani is a researcher from the Entrepreneurship Study Program, Faculty of Economics and Business, Nahdlatul Ulama University of Lampung. She conducted this study with Robi Santoso and Diki Angga Hendrawan, who are affiliated with the same institution. Based on the research presented in the article, the authors' academic work focuses on entrepreneurship, marketing strategy, traditional retail development, and MSME competitiveness. The journal article does not state the authors' academic degrees.
Source
Article Title: Marketing Strategy Analysis to Increase Consumer Purchasing Decisions at the Sampoerna Retail Community (SRC) Nesya Store in Muara Jaya Village, Sukadana District
Journal: Indonesian Journal of Entrepreneurship & Startups (IJES)
Publication: Volume 4, Number 2, 2026
DOI: https://doi.org/10.55927/ijes.v4i2.16920
URL : https://journal.formosapublisher.org/index.php/ijes/index
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