7P MARKETING STRATEGY DESIGN IN AN EFFORT TO INCREASE SALES IN SPA SERVICES: A CASE STUDY AT FRESHMINT SPA LAMONGAN
##plugins.themes.bootstrap3.article.main##
Marita Nur Achmad
Wirawan Endro Dwi Radianto
Abstract
This study aims to design a 7P marketing strategy (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to increase sales performance at Freshmint Spa Lamongan. The research is motivated by the growing competition in the local spa industry and the fluctuation in customer visits that affects business revenue. Using a qualitative approach with a constructivist paradigm and a case study method, data were collected through in-depth interviews, field observations, and documentation key informants including the owner, employees (therapists), and customers of Freshmint Spa. The data were analyzed through reduction, presentation, and inductive conclusion drawing. The results indicate that the integrated implementation of the 7P marketing mix can enhance competitiveness and strengthen positive customer perceptions of Freshmint Spa's services. The elements of promotion, people, and physical evidence have the most significant influence on increasing visit frequency and customer loyalty, while process and product play a crucial role in maintaining consistent service quality. The proposed strategy design is expected to serve as a guideline for Freshmint Spa in developing customer-oriented marketing efforts and as a practical reference for similar spa businesses to improve their sales performance sustainably.
Downloads
##plugins.themes.bootstrap3.article.details##
Copyright (c) 2026 Marita Nur Achmad, Wirawan Endro Dwi Radianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Andi, A., Suyono, S., Sudarno, S., Panjaitan, HP, & Syahriza, D. (2023). The Effect of the 7P Marketing Mix on Customer Satisfaction and Customer Loyalty at Salon Orchid, Sukajadi Branch, Pekanbaru. Procuratio: Scientific Journal of Management, 11(3), 344–360. Https://Doi.Org/10.35145/Procuratio.V11i3.4112
Amelia, Y. (2022). The Influence of Customer Experience on Loyalty in SPA Business. Journal of Service Management, 14(1), 45–56.
Alya Putri Abi (2025). Indonesian Spa Inspired by Local Culture. Media Indonesia. January 11, 2025. https://mediaindonesia.com/humaniora/733547/SPA-indonesia-terinspirasi-dari-budaya-lokal
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2022). Marketing: An Introduction (14th Global ed.). Pearson.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2023). Principles of Marketing (19th ed.). Pearson.
Bustomi, MY, & Dewi, IN (2022). The Influence of Marketing Mix on Consumer Satisfaction at Ud. Olsabara Sukses Sejahtera Sangatta. Jmk (Journal of Management and Entrepreneurship), 7(3), 142. https://Doi.Org/10.32503/Jmk.V7i3.2913
Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 5th ed. Thousand Oaks, CA: Sage.
Creswell, J. W., & Poth, C. N. (2021). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Dwi Ermavianti Wahyu Sulistyorini, DPJ (2023). Basics of Beauty and Spa (First). Ministry of Education, Culture, Research, and Technology.
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2022). Service Management: Operations, Strategy, and Information Technology (10th ed.). McGraw-Hill Education.
https://lsupariwisata.com/sistem-SPA/potensi-industri-SPA-di indonesia/?utm_source=chatgpt.com
Islam, T. (2024) The Impact of Social Media Marketing on Purchase Intention and Customers Engagement: Evidence from Service Industries. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 173. https://doi.org/10.3390/jtaer19040173
Jesica, C. (2023). Griya Treatment's "De Beauty" Marketing Strategy to Increase Consumer Interest.
Kim, H.-B., & Park, E.-J. (2022). The Effects of Service Marketing Mix Factors (7P) on Experience Satisfaction and Consumer Preference Behavior in Beauty Service. Journal of the Korean Society of Cosmetology, 28(4), 761–771. https://doi.org/10.52660/jksc.2022.28.4.761
Kurniawan, B. (2020). The Influence of Marketing Mix Strategy on SPA Service Purchase Decisions in Malang City. Journal of Management Science, 8(1), 21–35.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson.
Kotler, P., & Keller, K. L. (2023). Marketing Management (16th ed.). Pearson.
Lamb, C. W., Hair, J. F., & McDaniel, C. (2023). MKTG: Principles of Marketing (13th ed.). Cengage Learning.
Lestari, A. (2020). Marketing Strategy Analysis of SPA XYZ in Bandung City. Journal of Business and Marketing, 5(2), 89–101.
Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). Pearson.
Lovelock, C., & Wirtz, J. (2021). Services Marketing: People, Technology, Strategy (9th ed.). Pearson.
Lovelock, C., & Wirtz, J. (2022). Services Marketing: People, Technology, Strategy (10th ed.). Pearson.
Marpaung, D.N., Ernawaty, Prayoga, D., & Lailiyah, S. (2021). Literature Review: Implementation of the 7P Marketing Mix on Patient Satisfaction Levels in Hospitals. Visikes Health Journal, 20(1), 127–137. http://Publikasi.Dinus.Ac.Id/Index.Php/Visikes/Index
Minister of Manpower of the Republic of Indonesia (2023). Minister of Manpower of the Republic of Indonesia. Decree of the Minister of Manpower of the Republic of Indonesia Number 26 7 of 2023 Concerning the Determination of Indonesian National Work Competency Standards Other Service Activities Main Groups of Other Individual Service Activities.
Miles, M.B., Huberman, A.M., & Saldana, J. (2022). Qualitative Data Analysis: A Methods Sourcebook (4th ed.). Thousand Oaks, CA: SAGE Publications.
Muchtar, M., Aqsa, M., & Sudirman, H.A. (2024). The Effect of the 7P Marketing Mix on Customer Loyalty Moderated by Customer Satisfaction Among Visitors to Tapandullu Beach, Mamuju Regency. Journal of Business and Management Applications, 10(1), 263–274. https://Doi.Org/10.17358/Jabm.10.1.263
Naewkhamdee, N., Singhatawat, S., Luengkochanat, D., Bulsathaporn, S., & Sutthiphong, P. (2022). Marketing mix Quality of Service Influencing Customer Satisfaction in SPA Businesses in Bangkok, Thailand. International Journal of Management Studies and Social Science Research, 04(05), 170–178. https://doi.org/10.56293/ijmsssr.2022.4514
Nailia. (2022). Analysis of the Sharia Marketing Mix of the Gedong Kuning Muslimah Healthy Beauty House (RCSM) on Customer Satisfaction. 37. https://DSPAce.Uii.Ac.Id/Handle/123456789/39039
Nasution, H., Sari, M., & Rahmat, R. (2022). Marketing Mix Strategy Analysis 7P on Consumer Purchasing Decisions in the Service Sector. Journal of Economics and Business, 25(1), 55–64.
Lamongan Regent Regulation Number 30 of 2023 concerning the 2024 Lamongan Regency Regional Government Work Plan.
Regulation of the Minister of Tourism and Creative Economy of the Republic of Indonesia No. 24 concerning SPA Business Standards. 6.
Pratiwi, D. (2023). The Effectiveness of Digital Marketing on Customer Visit Interest at Jakarta's Healthy Spa. Journal of Business Communication and Digitalization, 3(1), 55–68.
Putri, AD, & Santoso, B. (2024). Digital marketing strategies in beauty and wellness services: Building customer engagement through online platforms. Journal of Service Marketing Research, 9(1), 45-58.
Putri, AD, & Lestari, N. (2024). Human resource adaptation to digital technology in the service industry. Journal of Business and Digital Innovation, 11(1), 55-70.
Rahmawati, D. (2021). The Influence of the 7P Marketing Mix on Customer Satisfaction at Muslimah Spas in Surabaya. Journal of Marketing Management, 9(2), 130–141.
Rachmawati, N., & Putri, RN (2021). The Influence of the 7P Marketing Mix on Consumer Loyalty in Service Businesses. Journal of Management Science and Research, 10(5).
Rahmawati, D., & Lestari, N. (2024). The role of pricing and promotion strategies in customer loyalty of beauty and spa services. Indonesian Journal of Business and Management, 12(2). 101-115.
Rahmawati, WN, Armandari, MO, & Atmanto, D. (2025). Beauty Care Marketing Strategy (Case Study of Key Beauty Bar). Jambura, 7(3), 2025. http://ejurnal.ung.ac.id/index.php/JIMB
Ranong, DAN (2021). A Study of Health Promotion Tourism: A Case Study of Small and Medium SPA Business Enterprises (SMEs). Journal of Business Administration, Volume 10, 157–178.
Sari, M. (2021). Branding Strategy for Muslimah Spas Amidst the Challenge of Negative Perceptions. Journal of Communication and Branding, 6(1), 78–90.
Sari, M., & Wulandari, F. (2024). Customer perception of service environment in the beauty and spa industry. Journal of Consumer and Services Studies, 15(1), 77-89.
Sari, M., & Handayani, R. (2024). The role of employee competence and interaction quality in customer satisfaction of SPA services. Journal of Service and Hospitality Research, 14(2),88-102.
Sinarto. (2022). A variety of traditional spas can be used as supporting facilities for tourism in East Java. Jatim Pos. https://jatimpos.co/pariwisata/8102-sinarto-aneka-ragam-SPA-tradisional-dapat-dijadikan-sarana-pendukung-pariwisata-di-jawa-timur
Sugiyono. (2022). Qualitative, quantitative, and R&D research methods. Alfabeta.
Susanti, A. (2022). The Influence of Marketing Mix (7p) on Customer Satisfaction at Murti Salon Jepara. Scientific Journal of Management, Business Economics, Entrepreneurship, 9(2). https://Jurnaluniv45sby.Ac.Id/Index.Php/Ekonomika/Article/View/1556/1222
Sylvia Gara Dhita, Mukson, AS (2022). The Influence of Marketing Mix 7p on Consumer Satisfaction and Loyalty of Espresso Coffee Products in Semarang City. Journal of Agricultural Economics and Agribusiness (Jepa), 6, 175–188.
Tarigan, WJ, Girsang, RM, & Sinaga, MH (2022). Product Mix and Discount Prices on the Decision to Use Tanta Salon Services in Pematangsiantar. Undiksha Journal of Economic Education, 14(2), 194–203. https://Doi.Org/10.23887/Jjpe.V14i2.51694
Tjiptono, F. (2019). Marketing Strategy. Yogyakarta: Andi.
Wirtz, J., & Lovelock, C. (2022). Services Marketing: People, Technology, Strategy (9th Edition). World Scientific Publishing.
Wulandari, F., & Kusumawati, R. (2024). A Thematic Approach in Qualitative Analysis for Service Marketing Studies. Journal of Social Sciences and Humanities, 9(1), 33–45.
Zeithaml, V.A., Bitner, M.J., Gremler, D.D., & Shankar, V. (2023). Services marketing: Integrating customer focus across the firm (9th ed.). McGraw-Hill
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2021). Services Marketing: Integrating Customer Focus Across the Firm (8th ed.). McGraw-Hill Education.