Optimizing The 4P Marketing Mix Through Importance Performance Analysis (IPA)

A Case Study of Nanreku MSME

Abstract

This research aims to analyze the level of importance and performance (Importance Performance Analysis/IPA) and optimize service quality in the 4P marketing mix (Product, Price, Place, Promotion) in the Nanreku MSME business. The research method used is quantitative descriptive with a 1–5 Likert sized questionnaire instrument. Respondents in this research were Nanreku MSME consumers who were selected using purposive sampling techniques. Data is calculated by calculating the average importance and performance scores, then entered into a Cartesian IPA diagram. The research results show that in quadrant I (Top Priority) there are attributes of product variants, price availability, and ease of ordering information via social media that need serious attention for improvement. Quadrant II (Maintain Achievement) includes product quality, taste, suitability of price to quality, product condition upon delivery, and ease of contacting admin which is in line with customer expectations so it needs to be maintained. Quadrant III (Low Priority) is dominated by promotional attributes that are considered less important by customers and whose performance is not optimal. Meanwhile, quadrant IV (Excessive) includes product presentation and delivery options that are considered excessive compared to their level of importance.