Analysis of Marketing Strategy of M2M Fast Food Sidoarjo Branch From Kotler’s Marketing Mix Perspective
Analisis Strategi Pemasaran Makanan Cepat Saji M2M Cabang Sidoarjo Menggunakan Prespektif Bauran Pemasaran Kotler
DOI:
https://doi.org/10.21070/ups.4085Keywords:
marketing strategy, marketing mix, customer satisfactionAbstract
This research aims to determine marketing strategies and service quality in consumer decisions to purchase fast food at M2M based on Kotler's marketing mix strategy. This research uses a qualitative approach. The marketing mix comprises elements such as product, pricing, promotional activities, and distribution, all of which play a crucial role in influencing the level of marketing success, with the ultimate goal of eliciting the desired response from the target audience. In this research, the methodology employed involves conducting interviews with respondents and on-site observations. The research findings lead to conclusions regarding the processes of segmenting, targeting, and positioning. How to promote and use promotional media, based on information obtained from interviews with M2M Sidoarjo branch managers. The marketing strategy carried out by M2M Sidoarjo branch is mass marketing where all segments are marketing targets and carry out promotions via social media.
Downloads
References
W. R. Putra Ade, “M anajem en pem asaran,” 2014.
D. J. Ringold and B. Weitz, “The American marketing association definition of marketing: Moving from lagging to leading indicator,” J. Public Policy Mark., vol. 26, no. 2, pp. 251–260, 2007, doi: 10.1509/jppm.26.2.251.
K. Kotler, “Marketing Management: An Asian Perspective - 5th Edition,” Marketing-Management, 2018.
J. P. Peter, “to Marketing Management Fifteenth Edition”.
Z. Nisak, “Analisis Swot Untuk Menentukan Strategi Kompetitif,” J. Ekbis, pp. 1–8, 2004.
R. Kriyanto, “Teori-teori public relations perspektif barat & lokal: aplikasi penelitian dan praktik,” J. Ilmu Komun., vol. 15, no. 2, pp. 171–188, 2017, [Online]. Available: http://books.google.co.id/books?id=I-VNDwAAQBAJ&printsec=copyright&redir_esc=y#v=onepage&q&f=false
W. Nuriyanti, “ Segmentasi Pasar Berdasarkan Demografi Sepeda Motor Listrik di Wilayah Depok”.48-57, 2017
Kuncoro Dany., Informan wawancara atau manager M2M cabang Sidoarjo, 3 Agustus 2023 (pukul 14.00) oleh Neni Dwi Riris Setyowati, restoran M2M cabang Sidoarjo Jl. Pahlawan 8-4 Kwadengan Barat, Lemahputro, Kec. Sidoarjo.
Abbas. F, "Pengaruh marketing mix terhadap kepuasan konsumen", 2015.
Iskandar., metodologi penelitian pendidikan dan sosial (kuantitatif dan kualitatif).GP Press, 2018
C. L. Wangarry, A. Tumbel, and M. M. Karuntu, “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian sepeda motor Honda di PT. Hasjrat Abadi Ranotana,” J. EMBA, vol. 6, no. 4, pp. 2058–2067, 2018.
C. L. Wangarry, A. Tumbel, and M. M. Karuntu, “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian sepeda motor Honda di PT. Hasjrat Abadi Ranotana,” J. EMBA, vol. 6, no. 4, pp. 2058–2067, 2018.
A. W. Purbohastuti, “Efektivitas Bauran Pemasaran Pada Keputusan Pembelian Konsumen Indomaret,” J. Sains Manaj., vol. 7, no. 1, pp. 1–17, 2021.
S. L. Malelak, B. Setiawan, and S. Maulidah, “Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product,” Int. J. Business, Technol. Organ. Behav., vol. 1, no. 3, pp. 160–168, 2021, doi: 10.52218/ijbtob.v1i3.88.
T. Komala, “Strategi Pemasaran Dalam Meningkatakan Volume Penjualan Kerupuk Kulit Ikan Nila Pada Umkmkrulila Desa Gunungjaya Kecamatan Belik Kabupaten Pemalang,” Repository.Uinjkt.Ac.Id, 2020, [Online]. Available: http://repository.uinjkt.ac.id/dspace/handle/123456789/52371
M. Haryanto, N. S. Saudi, M. A. Anshar, and M. Hatta, “Pengaruh Bauran Pemasaran Terhadap Peningkatan Volume Penjualan ,” J. Manag. , vol. 5, no. 1, pp. 222–237, 2022, doi: 10.37531/yume.vxix.436.
Downloads
Additional Files
Posted
License
Copyright (c) 2024 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
