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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Study & Management Research Jurnal Ilmiah Mahasiswa (JIMAWA) Innovative: Journal Of Social Science Research Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE)
Wibowo, Indrajati
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Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Other

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Journal : JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)

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Analisis Strategi Pemasaran Melalui Pendekatan Marketing Mix (Studi Kasus : Toko Ria Busana Cabang kota Cimahi) Susilawati, Santi; Wibowo, Indrajati
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 3 (2025): Juni 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i3.4074

Abstract

This research aims to analyze the marketing strategy implemented by Toko Ria Busana Cimahi using a marketing mix approach which includes four main elements: product, price, place and promotion (4P). This research uses a qualitative descriptive method with a case study approach. Data was collected through observation, interviews and documentation. The research results show that Toko Ria Busana maintains product quality through strict selection, sets competitive prices accompanied by loyalty programs such as member cards, chooses strategic locations that are easily accessible to consumers, and runs promotions through seasonal discounts. However, the implementation of digital marketing strategies is still limited. Therefore, it is recommended that Toko Ria Busana integrate digital marketing through the use of e-commerce, social media, online advertising, and collaboration with influencers to expand market reach and increase competitiveness in the industry.
Co-Authors Ahmad Fauzan Hazizah, Anisa Nurul Putri, Anggi Yulia Rafidatunnisa, Devi Rahayu, Nanda Sri Rahmawati, Desty Ramdhanni, Dwi Khaira Susilawati, Santi