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p-Index From 2021 - 2026
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All Journal Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Firda Fauziah
Universitas Djuanda, Jawa Barat
Economics, Econometrics & Finance

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Strategi Bauran Pemasaran di Tirta Bangunan (Supermarket Bahan Bangunan) Tajur Firda Fauziah; Titiek Tjahja Andari
Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Vol. 6 No. 2 (2026): JULI : Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimea.v6i2.2044

Abstract

This study aims to analyze the implementation of the marketing mix strategy, which includes product, price, place, and promotion, at Tirta Bangunan Tajur. The research method used is a descriptive qualitative approach with data collection techniques consisting of observation, interviews, discussions, and literature review. The results show that the product and price elements have been implemented effectively through the provision of diverse and high-quality products as well as competitive pricing. However, the implementation of the place and promotion elements has not been optimal. Problems related to place include unsystematic product layout and grouping, while promotion issues involve the lack of clear and standardized information regarding product characteristics and promotional programs. These conditions may reduce customer convenience and the effectiveness of marketing strategies. Therefore, the company is advised to improve product layout and strengthen promotional communication media to enhance sustainable marketing performance
Co-Authors Titiek Tjahja Andari