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Furthermore, Raewf (2021) identified that the quality and availability of products are more important for consumers
than other factors during untypical situations. On the other hand, Turri et al. (2021) described that the quality of the product
is the main role in sales and has a positive impact on consumer behavior during a pandemic. Buying products using online
stores and delivering products at the right time to the place where the consumer is will encourage the customer for repeated
purchases (Alfonso et al., 2021). Therefore, many studies use product strategy in the marketing mix for different industries
such as hospitality (Thwala & Slabbert, 2018), retail store (Kukanja et al., 2016), aviation (Alipour et al. 2015), sports
(Branded, 2016) and travel agencies (Citra Dewi, 2019).
Product strategy for tourism strategy can be related as anything that can be presented as recognition, attentiveness,
or consumption to meet the needs and wants of the customer. As stated by Bharqar (2017), the product can be described as
a tool that will make a bunch of requirements to consumers. Physical or non-physical, can be tangible or intangible are the
character of tourism product strategy (Thwala & Slabbert, 2018) and can be target landing place or tours like attraction,
entertaining, interesting places, or hotel (Salman et al., 2017).
Product is a vital element of tourism marketing mix strategy (Kotler et al., 2014). Moreover, the tourism industry
will depend on product strategy elements to be successful or fail (Dewi, 2019). In the product strategy of Umrah travel, the
product includes an overall service offered for the loyalty of travelers and customers by tourism organizations (Fiaza &
Shukor, 2016). Generally, the product can be defined as anything which can be introduced to the market as an asset,
deliberation, and employment that could fulfill the needs and wants of the customer (Kotler et al., 2015).
As stated by Eid and Elgohary (2015), travel services have a significant relationship with customer loyalty when
they are particularly active in travel and spiritual travel services. So, many organizations use their facilities such as a comfort
residence, convention space, restaurant, swimming pools, and sports center as their product element (Thwala & Slabbert,
2018). Furthermore, the product can be presented with the product and services that are significant for the fulfillment of
customer needs, customer satisfaction, and repeat purchase. Additionally, products that include designing with distinctive
features and ease of operate could obtain a competitive advantage (Thwala & Slabbert, 2018).
As stated by Kukanja et al. (2016), product mix can be defined as product type, quality, designing, perfection,
brand name, packaging, proportions, product or services, guarantee, and substitute. According to Gbolagade et al. (2013),
product strategy has a positive effect on business performance. Also, Mustapha (2013) described that the product element is
the physical image of the product, packaging, and labeling figures that can have an impact on the customer behavior either
the customer will recognize a product in-store or survey or buy it.
According to Muninarayanappa and Ravikumar (2014), focusing on product details and quality is more profitable
in the aviation industry. Alipour et al. (2015) described that the product element in the marketing mix is a major aspect in the
aviation industry. The services, goods, ideas, or what product organization is represented can be used as product strategy
(Rajagopal, 2016). For service products, it can be a similar function with the physical product but is limited in measurement.
Services cannot measure equivalent to physical products (Kadhim et al., 2016).
Product is produced based on the demand of the customer for the product. Brands, quality, cleanliness, packaging
design, a standard measurement of product, toughness, and raw materials are examples of sub-variables which are like
products or services that are sold to the customer as product elements for the restaurant industry (Thomyachati, 2012).
According to Nadiri et al. (2013), customers will choose the right product, that can fulfill their satisfaction, desires, and needs.
To attract customers to repeat buying a product or have a positive experience with the services or goods, product strategy
must always satisfy the desire of customers and get them to become loyal customers.
As stated by Branded (2016), define that product strategy for sport industry is spread and persuade a customer that
product or services will give fulfilment towards customer’s desire and needs. However, the slogan like “satisfaction or your
money back” can be explained on how satisfied of customer is the key part for evaluate the feedbacks after consume the
product and services offered by company.
2.1.2 PRICE STRATEGY

Kotler and Armstrong (2013) stated that price is the amount of money to pay for a product or service or benefit
from the interchange to help customers experience consuming the product or services for a certain amount. A fair assessment
of the product includes price elements, for example, a reasonable price for a quality product (Ehmke et al., 2016). Indeed,
Singh (2012) stated that pricing is a vital decision in the marketing mix. Malelak (2021) that the element price of the
marketing mix has a positive and significant relationship with customer satisfaction.
Many studies found that price strategy in marketing mix was used for different industries such as retail stores
(Ramirez et al., 2014), aviation (Mohammad, 2015), sports (Alqahtani, 2020) and travel agency (Shaw & James, 2020).
According to Singh (2016), price strategy is affected by the cost of a product, marketing techniques, and cost that is connected
with the distribution, advertising cost, or price changes in the nature of the market. Price strategy in the tourism industry will
be more difficult to set the price of the service than the product because it is intangible and may be measured by the quality
of services only (Tinakhat, 2021). In the tourism industry, price is defined as interchange money between tourists and service
providers for fulfilling the needs of products or services (Shaw & James, 2020).
Next, the value of a product is representing the price strategy (Dewi & Wardani, 2019; Ampountolas et al., 2020)
and could lead to an increase in organizational profitability (Abrate et al., 2019). Customers will focus on price more than
other marketing mix elements when making buying decisions (Vives & Jacob, 2019). Hence, costs, market demand, and the
company will be a factor of changes in price strategy (Taylor, 2020). For price strategy, the organization will implement a

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