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All Journal International Journal of Technology and Education Research
Saiful Jihad
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Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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Marketing Mix Analysis of Banana Chips in the Barokah Banana Chips Household Industry, Unaaha District, Konawe Regency Saiful Jihad; Surni; Abdi
International Journal of Technology and Education Research Vol. 3 No. 03 (2025): July - September, International Journal of Technology and Education Research (
Publisher : International journal of technology and education research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijeter.v3i03.1949

Abstract

This study aims to examine the marketing mix implemented by the banana chips business "Barokah" located in Unaaha District, Konawe Regency. The research uses a descriptive quantitative method. Data were collected through questionnaires distributed to 30 respondents. The data were analyzed using the continuum line method to interpret the results. The findings indicate that the applied marketing mix falls into the "satisfied" category with a total score of 1,893 out of a maximum score of 2,400. The product dimension received the highest mean score of 4.28 and was classified as "good," indicating that consumers are satisfied with the product's quality, durability, and appearance. The price and place dimensions also fall under the good category, while the promotion dimension is in the fair category and needs improvement, particularly in the use of digital media. It is recommended that the business owner enhance promotional strategies and expand distribution channels to increase product recognition and accessibility
Co-Authors Abdi Surni