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All Journal Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Datau, Rafiqha Aulia
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Economics, Econometrics & Finance

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Strategi Pemasaran dalam Pengembangan Bisnis Florist (Studi Kasus: Posie Florist Solo) Datau, Rafiqha Aulia; Setyowati, Eni
Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi Vol. 3 No. 4 (2025)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/determinasi.v3i4.513

Abstract

This study aims to analyze the marketing strategies of Posie Florist Solo in facing intense competition in the florist industry. Using a qualitative method and participatory approach, data were collected through observations and in-depth interviews with employees and the store owner. The results indicate that Posie Florist combines digital and traditional marketing strategies, including the use of social media (Instagram, Facebook, website, TikTok) and participation in bazaars and workshops. The implementation of a marketing mix that includes product innovation, competitive pricing, strategic location, and effective promotions helps them maintain their market position and enhance competitiveness.
Co-Authors Eni Setyowati