Strategi Bauran Pemasaran dalam Meningkatkan Penjualan Produk Teh Celup Herbal Bunga Telang Di CV Mamigus Restu Bagus

Waluyo, Dimas Nugroho (2023) Strategi Bauran Pemasaran dalam Meningkatkan Penjualan Produk Teh Celup Herbal Bunga Telang Di CV Mamigus Restu Bagus. Diploma thesis, Politeknik Pembangunan Pertanian Yogyakarta Magelang.

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Abstract

This study aims to determine the condition of the 7P marketing mix consisting of product, price, place, promotion, people, process and physical evidence for the butterfly pea herbal tea bag product and determine the marketing strategy in increasing sales of butterfly pea tea bags at CV Mamigus Restu Bagus based on the results of improvements to the 7P marketing mix. This study used descriptive qualitative and quantitative methods which were carried out from January to July 2023. The selection of research locations was carried out purposively, while the respondents were selected using purposive sampling. The type of data used is primary data and secondary data as supporting data. The data collected through FGD (focus group discussion) with company internal party informants and direct observation of the company were then described using a qualitative descriptive method. While the data collected was then analyzed by quantitative methods using SWOT analysis. The results of the data analysis show that the marketing mix strategy in increasing sales of the butterfly pea herbal tea bag product is based on the results of improving the 7P marketing mix for the butterfly pea herbal tea bag product, including optimizing marketing and promotion on marketplaces and social media, maintaining product quality, product marketing and product appearance to attract consumers and increase relationships and establish a partnership with resellers. This strategy will be recommended to the company to be implemented to increase sales of the Telang flower herbal tea bag product. Keywords: Marketing Mix, SWOT, Telang Flower Herbal Tea Bag

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