Keywords
Fruit retail
Marketing management
Marketing mix
Marketing strategy
How to Cite
Abstract
Fresh-produce retail requires integrated management of quality, price, access, and communication. This study maps publicly documented marketing practices of PT Laskar Buah Indonesia into the 4P marketing mix and examines implications for customer acquisition and retention. A qualitative descriptive approach used a narrative literature review and public-document analysis. From 32 candidate articles, 14 peer-reviewed studies published in 2021–2025 were retained after relevance screening. The documented practices map to product, price, place, and promotion. Literature highlights the relevance of freshness, perceived value, service quality, channel integration, and satisfaction to continuance and loyalty. The study contributes evidence-based mapping and managerial indicators without claiming causal relationships for the company.
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