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Table 6: Percentage of key marketing mix strategies effect towards customer satisfaction

Major theme Theme Dialog Percentage
Customer Satisfaction Product quality “Good quality. JannahNoe’s 6/6 x 100 = 100%
product is fashionable and
attracted to it.” All of this participants agreed
that product quality is the key
factor of enhancing customer
satisfaction
Promotion I always look at 6/6 x 100 = 100%
Instagram….JannahNoe is the
one of top brand in promotion at All the participants loved the
that
Instagram by pop up advertising promotion strategy always
JannahNoe’s
more than other brand”.
advertised in social media. It
will enhance the customer
satisfaction.
Place “I’d buy through personal Offline & online:
shopper.” 3/6 x 100 = 50%
“Because of fast respond, Half of the participants used
friendly and assist customer
until the end” offline and online platform as
place to purchase the product
and all of them provided
positive feedback
Price “Price and quality are suitable. 4/6 x 100 = 66.7%
It is reasonable! Because of
good quality type of fabric.” 2 of the participants were not
satisfied with the price. This
shows that price is the key
factor of enhancing customer
satisfaction.

In conclusion, the key factor that can increase the brand awareness is product quality and then promotion and price
are second key factors. Lastly, place is the last key factor that would affect the brand awareness of JannahNoe’s company. It
shows that place strategy needs to be flexible using offline or online or can be both. Meanwhile the key factors for customer
satisfaction are product quality and promotion. Next, price strategy is important to attract more repeated purchase. The place
strategy should focus on offline or online or can be both. It is flexible and the company will gain more profitability if they
can implement the marketing mix effectively.
6.1 Research Implications

This study could assist JannahNoe’s company to evaluate and review the feedback of participants regarding the marketing
mix strategies that implemented before this. Therefore, the company could understand the impact of marketing mix strategies
on brand awareness and customer satisfaction. Findings shows that product quality and promotions are the key strategy for
brand awareness and customer satisfaction. However, product quality is the key factor to drive high brand awareness and
customer satisfaction, followed by promotion strategy through social media platform.

6.2 Research Limitations and Recommendation

There are some limitations in conducting this study. Firstly, the number of participants is limited with only 6 potential
and existing customers of JannahNoe. Secondly, the data collected from the interview session is limited to the scope of
marketing mix that was used by JannahNoe in enhancing the customer satisfaction and brand awareness. Thus, future
researchers can conduct other types of research design such as quantitative study. Lastly, the case study included one company.
It is recommended that future studies can be conducted at the other brands of retail companies and make comparison between
new and loyal customer.
■ 7.0 CONCLUSION
The promotion for JannahNoe in this study was directly related to the increased brand awareness and customer
satisfaction. Findings from this study discovered that product quality and promotion are the best key factors for JannahNoe.
Product quality can be determined as both key factor for brand awareness and customer satisfaction. However, place strategy
is concluded as least factor for brand awareness and customer satisfaction. Brand awareness through social media can be a

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