The Effect of the 9P Marketing Mix on Consumer Shopping Satisfaction at Tania Minimarket

Abstract

This study examines the relationships between the nine elements of the marketing mix (9P) and shopping satisfaction at Tania Minimarket, controlling for gender. Using a cross-sectional quantitative design, data were collected through a four-point Likert-scale questionnaire from students of the Faculty of Teacher Training and Education, Universitas Sebelas Maret, who had previously shopped at the minimarket. Respondents were recruited through incidental non-probability sampling, and data were analyzed using multiple linear regression. The findings reveal that people, physical evidence, and packaging were positively and significantly associated with shopping satisfaction, whereas the other marketing-mix elements and gender showed no significant individual associations. These results indicate that the 9P elements do not contribute uniformly to shopping satisfaction, highlighting the relevance of employee-related factors, the physical environment, and packaging in this retail context. The study extends the contextual application of the 9P framework by identifying variation in the associations between individual marketing-mix dimensions and shopping satisfaction. Practically, the findings suggest prioritizing dimensions supported by empirical evidence rather than treating all elements as equally consequential. However, the single-faculty sample and non-probability sampling design constrain generalizability, warranting further validation across more diverse retail settings.