Marketing performance of Kopi Solok Radjo in industrial revolution 4.0 [a case study of Solok Radjo cooperative in Solok District

The concept of marketing is currently experiencing development along with the advancement of society and technology. A company needs to be transformed into an intelligent organization to achieve the best business results. Nowadays we enter the digital transformation of the industry which is called Industry 4.0. In terms of marketing, recently digital technology plays a significant role in expanding the market and increasing the company sale. A company can advertise and sell their product using various internet platforms such as social media, websites, blogs, and online market application that can reach consumers all over the world. This research aimed to describe the performance of the marketing mix of Kopi Solok Radjo from the consumers’ point of view and to analyze the effect of the marketing mix on the consumers’ decision to purchase. The study finds that the performance of Kopi Solok Radjo’s marketing mix is good, where a score of all variables is in the category of high. Moreover, this study used multiple regression analysis to assess the effect of the marketing mix on consumers’ decision to purchase Kopi Solok Radjo. The research finds that all variables simultaneously affect the consumers’ decision to purchase. However, a partially only variable of promotion affects the purchasing decision. Solok Radjo Cooperative has employed digital promotion to reach the wider market. The digital marketing and promotion employed by the cooperative are the website, social media application [Instagram, Twitter and Facebook], and online marketing applications [Tokopedia and Shopee]. Ever since the cooperative used online promotion, the market has reached international markets such as Singapore, Australia, and the USA.