Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis
ANISA PUTRI, HILMA
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PRIORITY DETERMINATION OF MARKETING MIX AT NADHIRA NAPOLEON GIFT SHOPS IN PEKANBARU USING THE ANALYTIC NETWORK PROCESS METHOD ANISA PUTRI, HILMA
Jurnal AGRISEP JURNAL AGRISEP VOL 22 NO 02 2023 (SEPTEMBER)
Publisher : Badan Penerbitan Fakultas Pertanian, Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31186/jagrisep.22.02.268-284

Abstract

Nadhira Napoleon is one of the shops that houses the largest and most comprehensive chain of souvenir shops in Pekanbaru City. In carrying out its business certainly can not be separated from a good marketing strategy. One of the marketing strategies that is often carried out by a company is the 7P marketing mix. This study aims to determine marketing mix priorities at Nadhira Napoleon's Souvenir Shop. Data analysis is carried out by means of weighting from experts, distributors and consumers using the ANP (Analytic Network Process) method. The results of the data analysis show that the Place mix is ​​the first priority carried out by the Nadhira Napoleon Gift Shop with a weight of 0.227 with a percentage of 22.72%. Followed by the place marketing mix which occupies the first position, namely out lite Location with a weight of 0.085 with a percentage of 17. Furthermore, the alternative that is the first priority of the marketing mix is ​​to expand market share with a weight of 0.247 and a percentage of 49.4. Gift shop Nadhira Napoleon set up a gift shop which is strategically located, with easy access for consumers. Starting from the layout, shop settings, traffic flow conditions such as congestion, and parking lots for easy access in and out of vehicles and the level of security is very trustworthy, so that the Nadhira Napoleon Gift Shop can dominate the market share for souvenir products.
Co-Authors