STRATEGI BAURAN PEMASARAN 4P (PRODUCT, PRICE, PLACE, PROMOTION) PRODUK KOPI ARABIKA PADA BELIBIS COFFEE

PRATAMA, REPO (2022) STRATEGI BAURAN PEMASARAN 4P (PRODUCT, PRICE, PLACE, PROMOTION) PRODUK KOPI ARABIKA PADA BELIBIS COFFEE. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

Tujuan penelitian adalah untuk Mengetahui strategi bauran pemasaran 4P (Product, Price, Place, Promotion) yang telah diterapkan di Belibis Coffee, tanggapan konsumen mengenai bauran pemasaran yang diterapkan dan Perbaikan penerapan bauran pemasaran. Teknik penentuan populasi dan sampel menggunakan metode purposive sampling dan ditentukan dengan rumus slovin untuk produk kopi bubuk. Pada produk green bean dan roast bean penentuan sampel berdasarkan hasil wawancara dengan pemilik belibis coffee. Sedangkan teknik analisis data yaitu dengan kecenderungan skor rata-rata dari kuisioner. Berdasarkan hasil penelitian diketahui bahwa Strategi bauran pemasaran yang telah diterapkan belibis coffee yaitu Product, Price, Place dan Promotion dengan sub variabel kualitas produk, merek, kemasan, penetapan harga, segmentasi pasar, saluran distribusi, periklanan dan penjualan pribadi. Tanggapan konsumen terhadap strategi bauran pemasaran yang diterapkan belibis coffee Pada semua variabel produk green bean dan roast bean arabika dalam kategori sangat baik. Pada produk Kopi bubuk arabika semua variabel dalam kategori baik hingga sangat baik. Perbaikan penerapan bauran pemasaran di Belibis Coffee yaitu Pada Green bean dan roast bean arabika, variabel Product terdapat perbaikan kualitas produk, kemasan dan pelabelan. Variabel Price, perbaikan penetapan harga, diskon pembelian dan periode pembayaran. Variabel Place, perbaikan saluran distribusi, Ketersediaan produk pada outlet dan toko dan proses pemesanan. Variabel Promotion, perbaikan dengan cara periklanan, promosi penjualan, hubungan masyarakat, penjualan pribadi. Pada Kopi bubuk arabika, variabel Product terdapat perbaikan kemasan dan pelabelan. Variabel Price, perbaikan penetapan harga, diskon pembelian dan periode pembayaran. Variabel Place, perbaikan saluran distribusi, Ketersediaan produk pada outlet dan toko dan proses pemesanan. Variabel Promotion, perbaikan dengan cara periklanan, promosi penjualan, hubungan masyarakat, penjualan pribadi. Kata kunci : Strategi Bauran Pemasaran; Belibis coffee. ABSTRACT – This research was conducted to find out the 4P marketing mix strategy (Product, Price, Place, Promotion) that has been implemented in Belibis Coffee, consumer responses regarding the applied marketing mix. and Improvement of marketing mix implementation. population and sample determination technique used purposive sampling method and was determined by the slovin formula for ground coffee products. For Green bean and Roast bean the determination of the sample is based on the results of interviews with the coffee grouse owners. While the data analysis technique is the tendency of the average score of the questionnaire. Based on the results of the study, it is known that the marketing mix strategy that has been implemented by grouse coffee is Product, Price, Place and Promotion with sub-variables of product quality, brand, packaging, pricing, market segmentation, distribution channels, advertising and personal selling. Consumer responses to the marketing mix strategy applied by grouse coffee . In all variables, the Green bean and Roast bean ArabicaIn Arabica coffee products, all variables are in the good to very good category. Improvements in the application of the marketing mix at Belibis Coffee , namely Green beans and Roast beans variable Product there are improvements in product quality, packaging and labeling.variable Price, fix pricing, purchase discount and payment period.variable Place, distribution channel improvement, product availability at outlets and stores and ordering process.variable Promotion, improvement by means of advertising, sales promotion, public relations, personal selling. In Arabica coffee, the Product has improvements in packaging and labeling.variable Price, fix pricing, purchase discount and payment period.variable Place, distribution channel improvement, product availability at outlets and stores and ordering process.variable Promotion, improvement by means of advertising, sales promotion, public relations, personal selling. Keywords : Marketing Mix Strategy; Belibis coffee.

Type:	Thesis (S1)
Uncontrolled Keywords:	strategi Bauran Pemasaran; Belibis coffee.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pertanian
Depositing User:	Pratama
Date Deposited:	16 Aug 2022 03:31
Last Modified:	26 Sep 2025 09:19
URI:	https://repository.unja.ac.id/id/eprint/38519

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