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All Journal ATRABIS: Jurnal Administrasi Bisnis (e-Journal)
Khadeeja
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Decision Sciences, Operations Research & Management

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Analisis Marketing Mix pada BEN & BER Collection Prima Vandayani; Taufik, Yuyun; Dwijayanti, Andina; Khadeeja; Rudi Kurniawan
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 10 No. 2 (2024): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Desember 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v10i2.2185

Abstract

This study aims to explore the marketing of mix Ben & Ber Collection at Garut. The marketing mix is one of the key factors in a company's success and can help achieve business objectives. The marketing mix, which consists of four main elements—product, price, promotion, and place—is an essential tool in planning and managing a company's marketing strategy to achieve its business goals. This study aims to describe the implementation of the marketing mix concept at Ben & Ber Collection in Garut City. This research employs a qualitative approach with a descriptive method. Data collection techniques include observation and interviews with respondents who are customers of Ben & Ber Collection uniforms. The results of the study indicate that the implementation of the marketing mix at Ben & Ber Collection in Garut City has been carried out effectively. This means that the marketing tools, including product, price, promotion, and place, as a whole, have supported Ben & Ber Collection in planning and managing the aspects of their marketing activities to achieve business objectives. However, despite most marketing mix indicators being considered well-implemented, there are still some indicators that have not been executed effectively.
Co-Authors Andina Dwijayanti Prima Vandayani Rudi Kurniawan Yuyun Taufik