Komparasi teori marketing mix 4E dan 4A dalam Implementasi

Abstract

This study aims to compare the effectiveness of the 4E and 4A marketing mix strategies in increasing customer satisfaction and company performance. The method used is a case study of two companies with the same type of product but implementing different marketing strategies. The 4E strategy consists of Experience, Exchange, Everyplace, and Evangelism, which emphasize customer experience, exchange value, product accessibility, and brand advocacy. Meanwhile, the 4A strategy includes Acceptability, Affordability, Accessibility, and Awareness, which focus on market acceptance, price affordability, ease of access, and brand awareness. The results of the study show that the 4E strategy is more effective in building long-term relationships with customers, increasing brand loyalty, and providing a more personalized and interactive experience. On the other hand, the 4A strategy is superior in attracting new customers, increasing sales quickly, and ensuring products are easily accessible and affordable by target customers. In conclusion, the 4E strategy is more suitable for companies that want to build long-term relationships and customer loyalty, while the 4A strategy is more effective for companies that focus on increasing fast sales and attracting new customers. The choice of strategy must be adjusted to the company's goals and the characteristics of the target market.