Penerapan Bauran Pemasaran dalam Meningkatkan Penjualan

Studi Pada Café O/R Traffic Malang

Abstract

This study aims to determine the application of the 7P marketing mix in increasing sales at Cafe O/R Traffic Malang Regency. The type used in this research is qualitative with a descriptive approach. Data was collected by using observation, interview and documentation techniques. The results showed that the application of the 7P marketing mix at the O/R Traffic cafe in Malang Regency was quite good because of the variety of products, good quality and unique product features in the cupwith words of wisdom, then the price given was very affordable, strategic place, quite innovative promotions, friendly and well-dressed employees, fast service process, and physical evidence in the form of complete infrastructure and in increasing sales have implemented product quality, affordable prices, continuous promotions, and sales performance personnel have implemented good service and communication with consumers. However, there are several applications of the marketing mix that have not been realized properly, namely the location of parking lots that do not yet provide four-wheeled vehicles. Then the promotion carried out from the five indicators only applied four indicators, namely not implementing direct marketing promotions.