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Sa'diyah, Halimatus
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Journal : Jurnal Manajemen Pemasaran dan Perilaku Konsumen

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Peran Marketing Mix dalam Meningkatkan Daya Saing Jasa Graduation Photography Sa'diyah, Halimatus; Sunaryo, Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.4.23

Abstract

The objective of this research is to identify the roles of marketing mix in improving the competitiveness of Baswara Project, a company providing graduation photography service. Marketing mix applied in a service company is different from the one applied in manufacturing companies that is the 7Ps. This qualitative descriptive research uses primary and secondary data. The primary one was harvested from documentations, observations, and interviews with the founders and five users of Baswara Project, while the secondary was acquired from documents and library research on scientific journals as well as from other relevant sources. The data analysis was conducted using triangulation. This study finds that, for Baswara Project to win the competition in its business area, each of its application of marketing mix needs to be enhanced. In the aspect of product and people, the company needs to improve its service and the professionalism of its photographers. In the aspect of promotion, upgrades in effectiveness are needed. Finally, in the aspect of place and physical evidence, the company’s operation site needs to be revamped. The results of this research are expected to be applied on company’s marketing policy.   Abstrak Tujuan dari penelitian ini adalah untuk mengetahui bagaimana peran penerapan bauran pemasaran atau marketing mix dalam meningkatkan daya saing jasa foto wisuda Baswara Project. Bauran pemasaran yang diterapkan dalam suatu perusahaan jasa berbeda dengan perusahaan manufaktur, yakni dengan 7P. Desain penelitian ini menggunakan pendekatan kualitatif. Jenis data yang digunakan dalam penelitian ini yaitu data primer dan sekunder. Data primer diperoleh melalui kegiatan wawancara, dokumentasi, dan observasi kepada founder dan lima orang pelanggan jasa graduation photography Baswara Project, sedangkan data sekunder diperoleh melalui dokumentasi, studi pustaka, jurnal ilmiah, serta sumber lain yang relevan. Proses analisis data penelitian ini menggunakan metode triangulasi teknik. Hasil penelitian menunjukkan adanya beberapa temuan dalam penerapan tiap-tiap aspek marketing mix yang dapat dimaksimalkan Baswara Project dalam memenangkan persaingan pada industri jasa graduation photography. Pada aspek product dan people perlu adanya peningkatan dari segi layanan dan profesionalitas fotografer. Pada aspek promotion diperlukan perbaikan dari segi efektivitas promosi, sedangkan pada aspek place dan physical evidence diperlukan adanya peningkatan dari segi tempat beroperasinya Baswara Project. Hasil penelitian ini diharapkan dapat membantu kebijakan pemasaran perusahaan.
Co-Authors 12.5202.0161 Daniel Yeri Kristiyanto Ananda, Dea Elsa Anggraini, Lulus Dwi Anna Marina Anwar Anwar Arista, Ria Desipradani, Gita Dipokusumo, Bambang Fais, Moh Ali Fazriani, Hesty Nur Fikri, Muhammad Aris Firdiana, Rizka Farah Firmansyah, Aditya Futuwwah, Ali Imaduddin Irwansyah Irwansyah Juliani, Ekha Putri Kasih, Bayu Aditya Trisnaning Kelvin, Moh. Kusumaningrum, Meliana Mahmudi, Kendid Mawaddah, Nuril Vina Melynda Sari, Tyasha Ayu Moh. Baqir Ainun Muchbichin, Muchbichin Nurul Fitria Pangestu, Riyan Putri Kurniawati, Putri ROMLI, MOH Roosmawarni, Anita Sarwendah, Sarwendah Selung, Clougia Charolin Siti Nur Aisyah Sri Nurhayati Su'adah , Muthorida Sunarwati, Novi Sunaryo Sunaryo Supriyatna, Rahmat Trapsilo Prihandono Unnida, Diya' Virana, Tiara Anindya Yuni Ratnasari Yusiana, Silvia