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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Awaliya Franciska, Cahya
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STRATEGI PEMASARAN BERBASIS MARKETING MIX DALAM MENSTABILKAN KONTINUITAS PELANGGAN PADA UMKM LANCAR JAYA WALLETCRAFT Awaliya Franciska, Cahya; Munawaroh, Siti
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 Nomor 03, September 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.59189

Abstract

This study aims to analyze the marketing mix based strategies used to stabilize customer continuity at Lancar Jaya Walletcraft. The research employs a descriptive qualitative approach with data collected through interviews, observations, and documentation. Informants consisted of the business owner and several wholesale customers. Findings indicate that the marketing mix plays a crucial role in maintaining customer continuity: product strategies emphasize customization, material quality, neat stitching, and quality control. pricing is set based on production costs with adjustments to remain competitive, distribution operates through business-to-business relations and personal selling, promotion is conducted via WhatsApp and supported by after-sales service. The study concludes that consistent application of the marketing mix, supported by product quality consistency and strong customer relationships, enhances customer satisfaction and encourages sustainable repeat purchases.
Co-Authors Siti Munawaroh