Analisis Kebijakan Marketing Mix pada UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi

Della Annisa

Analisis Kebijakan Marketing Mix pada UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi

Della Annisa

Abstract

Tujuan penelitian ini adalah Untuk menganalisis strategi bauran pemasaran pada UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi. Penelitian ini dilakukan dengan responden penelitian adalah pegawai dan pemilik roti kacang dengan menggunakan metode wawancara dan dianalisis dengan metode deskriptif kualitatif. Hasil penelitian ini adalah (1) Aspek produk yaitu dengan memperhatikan kualitas pada produk melalui sistem penjaminan mutu dan kehalalan produk, ciri khas produk yang berbentuk bulat, variasi rasa yang bermacam-macam, pelabelan produk yang sudah terdaftar. (2) Aspek harga yaitu dengan menggunakan menentukan harga dasar dengan metode sistem pembayaran yang dilakukan secara tunai. (3) Aspek tempat yaitu dengan memperhatikan unsur-unsur seperti lokasi yang strategis, cangkupan pemasaran, penyaluran baik langsung maupun tidak langsung dengan bekerjasama dengan pihak terkait, sera pelayanan yang ramah dan tutur kata yang baik. (4) Aspek promosi yaitu melalui pemasaran langsung, personal selling, mengikuti kegiatan pameran, serta media sosial Facebook dan WhatsApp.

Keywords

Strategi; Pemasaran; Bauran Pemasaran (Marketing Mix)

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Jurnal Ilmiah Mahasiswa

Fakultas Agama Islam, Universitas Muhammadiyah Sumatera Utara
Kampus Utama
Jl. Kapten Muchtar Basri No.3, Glugur Darat II,Medan
Sumatera Utara-20238
E-mail: baad@umsu.ac.id

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