Analisis Strategi Pemasaran Terhadap Keputusan Pembelian Ub. Karya Barokah
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Institusion
Universitas Muhammadiyah Surakarta
Author
Alhusori, Dimas Fajar
, Ir. Maulidyah Indira Hasmarini, MP
, Ir. Maulidyah Indira Hasmarini, MP
Subject
HB Economic Theory
Datestamp
2024-12-10 06:31:26
Abstract :
This research aims to analyze the influence of marketing strategy (4P: Product, Price, Place and Promotion) on consumer purchasing decisions at UB MSMEs. Karya Barokah is a snack food manufacturer with the main product being healthy dumplings under the brand "Holisit!". The product "Holisit!" prioritizing innovation by using mocaf flour and vegetable and fruit variants that are attractive to consumers who care about health. Pricing is based on an analysis of production costs and consumer purchasing power to ensure affordability. Product distribution is carried out through local store networks and e-commerce platforms, while promotional strategies involve the use of social media and participation in local events. The study results show that all marketing elements have quite a large impact on consumer purchasing decisions. Innovative and high-quality products and competitive pricing strategies are the basic things that determine purchases. Wide dissemination and effective promotion through social media have played an important role in creating higher consumer awareness and interest in the product "Holisit!". To strengthen UB's marketing and business management. Karya Barokah, it is necessary to optimize distribution channels and increase digital promotional activities to achieve sustainable growth of this business.
This research aims to analyze the influence of marketing strategy (4P: Product, Price, Place and Promotion) on consumer purchasing decisions at UB MSMEs. Karya Barokah is a snack food manufacturer with the main product being healthy dumplings under the brand "Holisit!". The product "Holisit!" prioritizing innovation by using mocaf flour and vegetable and fruit variants that are attractive to consumers who care about health. Pricing is based on an analysis of production costs and consumer purchasing power to ensure affordability. Product distribution is carried out through local store networks and e-commerce platforms, while promotional strategies involve the use of social media and participation in local events. The study results show that all marketing elements have quite a large impact on consumer purchasing decisions. Innovative and high-quality products and competitive pricing strategies are the basic things that determine purchases. Wide dissemination and effective promotion through social media have played an important role in creating higher consumer awareness and interest in the product "Holisit!". To strengthen UB's marketing and business management. Karya Barokah, it is necessary to optimize distribution channels and increase digital promotional activities to achieve sustainable growth of this business.
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