IMPLEMENTASI STRATEGI MARKETING MIX 4P DALAM MENCIPTAKAN CUSTOMER LOYALTY PADA USAHA KURNIA MADU KEDIRI
Article Sidebar
Main Article Content
Abstract
A sustainable marketing strategy becoming a significant trend. Constraints regarding the development of marketing strategies resulted in customer loyalty not being maximized, there were many competitors which became a phenomenon that was directly felt by Kurnia Madu Kediri Business. This study aims to determine the application of the right marketing mix in the Kurnia Madu Kediri Business as a strategy to create customer loyalty. A qualitative approach to this type of descriptive research is used as the research technique this time. Data collection techniques through interviews, observation, and documentation. The results of the study: 1) Kurnia Madu Kediri's business applies the 4P marketing mix strategy of product, price, promotion, and place. 2) Kurnia Madu Kediri business has carried out a good marketing strategy in terms of products by maintaining product quality and interesting innovations. Set the price according to the quality of honey offered. Has a strategic distribution location. Promotion through direct selling with very good and responsive communication, then it can be maximized in carrying out promotions online.
Article Details
References
Kurniawan R. Analisis Pengaruh Kepuasan, Motivasi, Dan Kepercayaan Terhadap Loyalitas Masyarakat Lokal Pada Pusat Perbelanjaan Di Kota Batam. J Ilm MEA (Manajemen, Ekon dan Akuntansi). 2022;6(1):1–14.
Astuti AMI, Ratnawati S. Analisis SWOT Dalam Menentukan Strategi Pemasaran (Studi Kasus di Kantor Pos Kota Magelang 56100). J Ilmu Manaj. 2020;17(2):58–70.
Shareen S, Andayani NR. Pengaruh Bauran Pemasaran ( Marketing Mix ) Terhadap Keputusan Pembelian Pada Produk Kara Santan Pt Enseval Putera Megatrading , Tbk. J Appl Bus Adm. 2018;2(1):46–59.
Mamonto, Tumbuan, Rogi. Analisis Faktor-Faktor Bauran Pemasaran (4P) Terhadap Keputusan Pembelian Pada Rumah Makan Podomoro Poigar Di Era Normal Baru. J EMBA J Ris Ekon Manajemen, Bisnis dan Akunt. 2021;9(2):110–21.
Ledy D sefa, Haryono D, Situmorang S. Analisis Bauran Pemasaran (Marketing Mix) Dan Strategi Pengembangan (Studi Kasus Pada Agroindustri Kopi Bubuk Cap Intan Di Kota Bandar Lampung). J Ilmu-ilmu Agribisnis. 2019;7(1):1–133.
Rupilu SF, Pattiselanno AE, Papilaya EC. Strategi Pengembangan Madu Hutan Di Desa Hiay Kecamatan Wetar Kabupaten Maluku Barat Daya. Agrilan J Agribisnis Kepul. 2022;10(1):17.
Avien Christy NN. Penerapan Strategi Bauran Pemasaran Pada Usaha Kecil Telur Asin Di Kelurahan Tegal Sari, Kecamatan Candi Sari, Semarang. journals.usm. 2020;18(1):1–9.
Beno J dkk. Dampak Pandemi Covid-19 Pada Kegiatan Ekspor Impor (Studi Pada PT.Pelabuhan Indonesia II (Persero) Cabang Teluk Bayur). J Saintek Marit. 2022;22(02):117–26.
Pratiwi NI. (DATA PRIMER SEKUNDER) Penggunaan Media Video Call dalam Teknologi Komunikasi. J Ilm Din Sos [Internet]. 2017;1(2):212. Available from: http://journal.undiknas.ac.id/index.php/fisip/article/view/219/179
Sugiyono D. Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan. 19th ed. Bandung: Alfabeta Bandung; 2013. 189–190 p.
Wanto AH. Strategi Pemerintah Kota Malang Dalam Meningkatkan Kualitas Pelayanan Publik Berbasis Konsep Smart City. JPSI (Journal Public Sect Innov. 2018;2(1):39.
Faisol, Mariana, Christina HTR, Dahlia Amelia, Erviva F IM. Kewirausahaan Berbasis UMKM. pertama. SEVAL, 2023.
Adiek Astika Clara Sudarni, Faisol, Suhadarliyah, Rudy Irwansyah, Yudi NS A. Manajemen Strategik (Teori dan Analisis). pertama. SEVAL, 2023.