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All Journal Jurnal Ilmu Administrasi Bisnis E-SOSPOL Jurnal Administrasi Bisnis Dia: Jurnal Administrasi Publik Indonesian Journal of Business and Entrepreneurship (IJBE) Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Eco-Entrepreneur Al-Ihkam: Jurnal Hukum dan Pranata Sosial Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Agribest POLITICO Indonesian Journal Of Business And Economics Jurnal Teknologi Informasi dan Terapan (J-TIT) TRIDARMA: Pengabdian Kepada Masyarakat (PkM) Majalah Ilmiah Dian Ilmu Mattawang: Jurnal Pengabdian Masyarakat Jurnal Administrasi Bisnis FISIPOL UNMUL Journal of Law, Administration, and Social Science MASTER: Jurnal Manajemen Strategik Kewirausahaan eMBeJi : Manajemen dan Bisnis Jurnal Management Science Research Journal Journal of Social Interactions and Humanities (JSIH) Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Jurnal Strategi dan Bisnis Eduvest - Journal of Universal Studies Jurnal Ilmiah Acton Jurnal Manajemen Dakwah (J-MD) Riwayat: Educational Journal of History and Humanities Journal of Economic, Management and Entrepreneurship Inovasi Jurnal Pengabdian Masyarakat (IJPM) JIEMAN: Journal of Islamic Educational Management Global Leadership Organizational Research in Management International Journal of Social Discussion POLITICO
Edy Wahyudi
Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Jember
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : Jurnal Ilmu Administrasi Bisnis

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Analisis Strategi Bauran Pemasaran pada Warung Bakso Kabut Bu Juhairiyah di Jember Aisah, Siti; Sisbintari, Ika; Wahyudi, Edy
Jurnal Ilmu Administrasi Bisnis Vol 13, No 3 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2024.43224

Abstract

The location of Warung Bakso Kabut Bu Juhairiyah is far from the urban center, there are bad reviews on Google Maps, few followers on Instagram, and experiencing ups and downs in business development but still exists today. The purpose of this study is to find out, analyze, and describe the marketing mix strategy at the fog meatball shop. This research uses a descriptive qualitative approach. The results showed that Warung Bakso Kabut Bu Juhairiyah has implemented the 4P marketing mix strategy, namely the product strategy by prioritizing the quality of the ingredients for making meatballs, creating unique meatballs, tasting good, the size of the fog meatballs is quite large, a variety of meatball menus, creating complementary products, having a brand and packaging, products can be frozen, and maximum service. Pricing strategy, providing affordable prices for all groups and determining prices according to meatball portions. Place strategy, the fog meatball shop has an offline place and is a strategic place because it presents views of rice fields and rural nuances. This business has a large enough place with its design, ornaments, and facilities. Promotion strategies include online marketing and social media, sales promotion, public relations, and word of mouth.Keywords: marketing; marketing mix strategy; businessLokasi Warung Bakso Kabut Bu Juhairiyah jauh dari pusat perkotaan, adanya ulasan buruk di Google Maps, sedikitnya pengikut di Instagram, dan mengalami perkembangan usaha yang naik turun namun masih eksis hingga sekarang. Tujuan penelitian ini untuk mengetahui, menganalisis, dan mendeskripsikan strategi bauran pemasaran pada warung bakso kabut tersebut. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Hasil penelitian menunjukkan bahwa Warung Bakso Kabut Bu Juhairiyah telah menerapkan strategi bauran pemasaran 4P yaitu strategi produk dengan mengutamakan kualitas bahan pembuatan bakso, penciptaan bakso unik, rasanya enak, ukuran bakso kabut lumayan besar, beragam menu bakso, penciptaan produk pelengkap, memiliki brand dan kemasan, produk dapat difrozenkan, serta pelayanan maksimal. Strategi harga, memberikan harga terjangkau untuk semua kalangan dan penentuan harga disesuaikan dengan porsi bakso. Strategi tempat, warung bakso kabut memiliki tempat offline dan menjadi tempat strategis karena menyajikan pemandangan sawah dan nuansa pedesaan. Usaha ini memiliki tempat yang cukup luas dengan desain, ornamen, dan fasilitasnya. Strategi promosi berupa pemasaran online dan media sosial, promosi penjualan, public relation, serta mulut ke mulut.Kata Kunci: pemasaran; strategi bauran pemasaran; bisnis
Co-Authors . Poerwanto Abd Syakur Adnan, Fahrobby Afrianti, Pipit Al Qadrie, Syarif Ali AlQadrie, Syarif Ali Ameilia Nur Aini Anastasia Murdyastuti Andy Endra Krisna Angga, Anjas Bayu Ardiyanto Ardiyanto Ardiyanto Ardiyanto Ardiyanto, Ardiyanto Asmandani, Venantya Bagus Sigit Sunarko Basid, Muhammad Bella, Sherlyna Maya Salsabila Dama, Melati Damayanti, Alfia Desi Rusita Nur Umaroh Dina Suryawati Djoko Poernomo Djoko Poernomo Djoko Susilo Dwimahendrawan, Andrias Eko Ariyanto Ery Setiyawan Jullev Atmadji Fara Azah Kharisma Fauziyah, Ria Fitria, Viki Syarifatul Frisca Intan Syafarina GALIH WICAKSONO Galih Wicaksono Handini, Yuslinda Dwi Hary Yuswadi Himawan Bayu Patriadi Ika Sisbintari Ilham Maulana Imannurdin Abdillah Indra Perdana Wibisono Karyadi, Hari Krisna, Andy E lingiani, limgiani M. Hamdi HS Makmun, Sukron Makmun Millatus Sholihah Mohamad Dimyati Mohammad Hoiron Muttaqin, M. Zaenul Nian Riawati, Nian Nina Sa’idah Fitriyah Novia Wahyu Arianto Nugraha, Alifian Nugroho, Margaretta Andini nurul hikmah, Faiqoh Oktawirani, Panca Pradana, Tectona Bambang Puji Wahono Rahman, Rena Yunita Rahmawati Darmaningsih Resvi Inayah Ridha Nurhaliza Safitri, Deviana Sampir Andrean Sukoco SATRIYAS ILYAS Selfi Budi Helpiastuti Sigit Sustyo Raharjo Sigit Wibisono Siswi Tri Handayani Siti Aisah Siti Khotimah Khotimah Slamet Sugianto Sri Yuniati Sugeng Iswono Sukron Makmun Makmun Supranoto Supranoto Supranoto Sutomo, Sutomo Syamsul Maarif Taufiqurrochman, Muhammad Toa, Akhmad Juni Tree Setiawan Pamungkas, Tree Setiawan Trihartono, Agus Viola, Elvina Grace Wheny Khristianto Wheny Khristianto Yanti, Hari Yeni Puspita Zainul Arifin Zarah Puspitaningtyas