THE IMPACT OF THE 4P MARKETING MIX ON THE BUSINESS DEVELOPMENT OF THE PEARL SHELL CRAFT INDUSTRY IN BEKASI: THE MEDIATING EFFECTS OF PRODUCT AND PERSONAL SELLING

Abstract

The 2030 Sustainable Development Agenda emphasizes responsible consumption and production (SDG 12) as a cornerstone of global sustainability transformation. This study investigates the impact of the marketing mix, which consists of product, price, distribution channels, and personal selling, on the development of the pearl shell handicraft industry in Bekasi, Indonesia. Micro, Small, and Medium Enterprises (MSMEs) in this sector, while having great sustainability potential by converting marine waste into valuable products, face persistent challenges such as ineffective marketing strategies, limited product innovation, and inadequate market reach. A quantitative method was applied through a survey of 70 respondents, including MSME actors, marketing professionals, and knowledgeable members of the public. Data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) reveals that product innovation and personal selling significantly influence business development, while price and distribution channels do not exert a direct effect. However, price affects product development indirectly, and distribution influences business growth through personal selling. The findings underscore the critical role of strong customer interaction and effective communication in MSME sustainability. This study offers practical insights for improving marketing strategies and strengthening MSME competitiveness in environmentally responsible industries.