Analisis Kebijaksanaan Pelaksanaan Marketing Mix Pada Kedai Nay-Nay di Desa Bulian Jaya

Abstract

This study aims to determine the implemention of the marketing mix at the Nay-Nay shop. This
research uses qualitative research so that in the study to find out specifically the implementation
strategy of the marketing mix strategy applied at the Nay-Nay shop.
The results of research on
the implememntion of the marketing mix at the Nay-Nay shop show that the marketing mix carried
out consists of 4P (price, product, place, and promotion), namely: the products sold are available
from 3 main menus so that there are other alternative choices that can be consumed. by customers,
for the price applied to the Nay-Nay shop, it is quite competitively cheaper than others, while for
the location it is also strategic, and lastly, the promotion applied by the Nay-Nay shop is less
intense, but with the quality of service applied by the shop. According to customers, Nay-Nay is
quite good, so that it makes customers feel at home and comfortable shopping at the Nay-Nay
shop. For the solutions implemented, they must prioritize their products with other variations and
improve better sales promotions, in addition to focusing on market competition that there is.