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Masrida, Lastik Putri Wiwin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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IMPLEMENTASI STRATEGI MARKETING MIX 4P DALAM MENCIPTAKAN CUSTOMER LOYALTY PADA USAHA KURNIA MADU KEDIRI Masrida, Lastik Putri Wiwin; Kusumaningtyas, Dian; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

A sustainable marketing strategy becoming a significant trend. Constraints regarding the development of marketing strategies resulted in customer loyalty not being maximized, there were many competitors which became a phenomenon that was directly felt by Kurnia Madu Kediri Business. This study aims to determine the application of the right marketing mix in the Kurnia Madu Kediri Business as a strategy to create customer loyalty. A qualitative approach to this type of descriptive research is used as the research technique this time. Data collection techniques through interviews, observation, and documentation. The results of the study: 1) Kurnia Madu Kediri's business applies the 4P marketing mix strategy of product, price, promotion, and place. 2) Kurnia Madu Kediri business has carried out a good marketing strategy in terms of products by maintaining product quality and interesting innovations. Set the price according to the quality of honey offered. Has a strategic distribution location. Promotion through direct selling with very good and responsive communication, then it can be maximized in carrying out promotions online.  
Co-Authors Dian Kusumaningtyas, Dian Susi Damayanti, Susi