Geransha, Rendy Viedo and Dr. Christin Susilowati (2023) Implementasi Strategi Pemasaran Pada PT Sumber Alfaria Trijaya Tbk (Alfamart Cabang Blimbing Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pada era modern sekarang ini, keberadaan pasar tradisional mulai tergantikan, masyarakat cenderung memilih berbelanja di pasar ritel modern. Disamping itu, kondisi masyarakat yang konsumtif di wilayah Kecamatan Blimbing Penelitian ini bertujuan untuk mengetahui Implementasi Strategi Pemasaran STP yang diterapkan terhadap marketing mix guna meningkatkan daya saing. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dengan melakukan wawancara. Hasil penelitian ini menunjukkan bahwa strategi marketing STP yang digunakan Alfamart Kecamatan Blimbing yang diterapkan terhadap marketing mix 7P yang terdiri dari Price sudah memberikan penawaran produk yang murah, Promotion sudah memberikan promosi yang menarik perhatian untuk menarik konsumen untuk berbelanja, Product sudah memberikan varian produk yang sesuai kebutuhan masyarakat, Place berada pada lokasi yang strategis dan mudah dijumpai, Process sudah melakukan proses jual beli dengan efisien, People, memberikan pelayanan yang baik terhadap konsumen dan Physical Evidence memberikan gerai yang nyaman dan identik dengan Alfamart, hal tersebut sudah cukup efektif dan sesuai terhadap masing-masing komponen marketing mix.
English Abstract
Traditional markets nowadays are being marginalized as people tend to choose modern retail stores for their shopping. In the sub-district of Blimbing in Malang city, people are becoming more consumptive. The goal of this research is to identify the implementation of STP marketing strategy, which is applied on marketing mix, to increase competitiveness.The data of this descriptive qualitative research was acquired from interviews. This study finds that the results of STP marketing strategy applied by the Blimbing branch of Alfamart on the 7Ps of marketing mix are as follows. In terms of price, the store has offered low product price, while in terms of promotion, the store has been successful in attracting customers to come. Then, in terms of product, the variants are sufficient in fulfilling the need of the customers, and in terms of place, the location of the store is already strategic and easy to find. The trading process applied by the store has been efficient, and in terms of people, the shop attendants has provided excellent services to their customers. finally, in terms of physical evidence, the store is convenient and resembles Alfamart. Those features have been effective and relevant with the components of marketing mix.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020023 |
| Uncontrolled Keywords: | Strategi Pemasaran STP, Marketing Mix, Price, Promotion, Product, Place, Process, People, Physical Evidence, Marketing Strategic STP, Marketing Mix, Price, Promotion, Product, Place, Process, People, Physical Evidence. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 21 Jul 2023 07:19 |
| Last Modified: | 21 Jul 2023 07:19 |
| URI: | http://repository.ub.ac.id/id/eprint/202044 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Rendy Viedo Geransha.pdf Restricted to Registered users only until 31 December 2025. Download (1MB) |
Actions (login required)
 |
View Item |