Strategi Bauran Pemasaran di Tirta Bangunan (Supermarket Bahan Bangunan) Tajur
DOI:
https://doi.org/10.55606/jurimea.v6i2.2044Keywords:
marketing mix; place; price; product; promotionAbstract
This study aims to analyze the implementation of the marketing mix strategy, which includes product, price, place, and promotion, at Tirta Bangunan Tajur. The research method used is a descriptive qualitative approach with data collection techniques consisting of observation, interviews, discussions, and literature review. The results show that the product and price elements have been implemented effectively through the provision of diverse and high-quality products as well as competitive pricing. However, the implementation of the place and promotion elements has not been optimal. Problems related to place include unsystematic product layout and grouping, while promotion issues involve the lack of clear and standardized information regarding product characteristics and promotional programs. These conditions may reduce customer convenience and the effectiveness of marketing strategies. Therefore, the company is advised to improve product layout and strengthen promotional communication media to enhance sustainable marketing performance
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