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few approaches such as cost-based, company-based, demand-based, and equity pricing (Moro et al., 2018). Pricing is a vital
element of the marketing mix that influences the success of the airline industry (Mohammad, 2015). Methods that aviation
always used to attract and maintain customers will affect success or failure using suitable pricing techniques
(Muninarayanappa & Ravikumar, 2014). Price is the main factor to be considered by customer behavior (Muralidharan et al.,
2014).
According to Ramirez et al. (2014), price strategy in the retail industry can be defined as essential tools for selling
a product or service to the customer. Mahmood and Khan (2014) added that customer past purchase experience is influenced
by the repurchase decision from the service provider in terms of value for money. Clearly, the price element in the marketing
mix is the main role to determine customer retention and satisfaction. The price of the product will be determined if the
product is available to be presented in the market (Bastian et al., 2021). In the retail industry, the decision of price will affect
the volume of production that will be offered to the market. So, it will be an opposite connection which the increases in price
will make the sales decline (Ellitan, 2021).
Moreover, four factors that affect in pricing strategies of sport industry is customer, company, competitor, and
climate (Alqahtani, 2016). However, consumer will focus on product quality, refund policy, customer service, and warranty.
Having said that, all of these will be an evaluation scope before purchase or consume the product or services. Generally, the
connection between higher of the value or price offered from company, the more do research or investigate by customer
about the brand or product. All of the factor must be always observe in order to make a better decision making for both parties
which is create positive emotion of customer, can make organization success. (Pitts & Stotlar, 2013).

2.1.3 PLACE STRATEGY

A place can be called distribution, which can be described as tools, techniques, actions by product or services that
reached the customer (Martin, 2014). Companies need to grow a proper marketing channel to match with company’s
objective. The organization usually allocate two typical distribution channels which are direct and indirect marketing channel
(Dang, 2015). Many studies applied place strategy in the marketing mix for different industries such as retail stores (Kanoga,
2016), aviation (Rajagopal, 2016), sports (Alqahtani, 2020), and travel agencies (Azimi et al., 2018).
In the retail industry, the place can be described as a process where organizations determine the location of their
store or warehouse and the number of stores that are closer to the shoppers (Kanoga, 2016). Alipour et al. (2018) explained
that place includes how to order goods be processed, where storage is located, how many preparations should be prepared,
and how goods should be handled and transported is the decision for physical distribution that should be considered.
Place strategy in aviation firms is connected to perform with ease and carry the products smoothly from retailers
to consumers so that they can use them as needed. Asgharpoour (2012) stated that the place element in the marketing mix is
to supply the accommodation for consumers or offer an easy approach to carry a product. So, the study found that the
distribution (place) strategy had a positive effect on customer satisfaction.
In the tourism industry, most organizations use direct and indirect, traditional and modern, as well as online and
offline channels (Kotler et al., 2014). Tourism providing full commitment for the carriage, promotion and selling of products
and services to their target market is a part of the distribution. Meanwhile, the promotion and delivery of the product are
given to travel agents as intermediaries, both online and offline is part of the indirect distribution (Dolasinki, 2019). The
tourism industry should deliver which are the right product or services at the right time and right place, using the right channel
to enhance the performance of the businesses (Azimi et al., 2018).
Moreover, place in sport industry like to called as distribution. Distribution defined as a process from one
destination to the customer and gained the product. As a sport industry, the organization has to think how product or services
could be distribute from manufacturer or producer to the customer. So, the whole process involved all connection in each
distribution and how much the cost of the process. For example, place channel like sport complex, sporting goods, retailer,
direct sales, vendors, ticket retailers and brokers, internet and subscription (Alqahtani, 2020).
2.1.4 PROMOTION STRATEGY

Al-Qarni et al. (2013) defined that this promotion strategy of the marketing mix must be effective to motivate
customers for the purchase. Advertising is a strong element of the promotion mix which is to make and evolve the image of
the product in a market zone. Almuhrzi and Alsawafi (2017) stated that promotion strategy has a significant effect on
customer loyalty. Now, many studies use promotion strategy in the marketing mix for different industries such as retail stores
(Ellitan, 2021), aviation (Muninarayanappa & Ravikumar, 2014), sports (Alqahtani, 2020), and travel agencies (Ather &
Yusuf, 2020).
In aviation businesses, advertising the services through print and electronic media, the Internet, and other
approaches including sponsoring events and exhibitions were used by most international airlines over the world
(Muninarayanappa & Ravikumar, 2014). This study described that promotion is one of the elements in the marketing mix
that influences customer decision-making (Hady et al., 2018). Also, travel agencies merge with the aviation industry to assist
and provide better services for their customers. This means that travel agencies will use advertising together with the airline
business.

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