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All Journal SPEKTRUM INDUSTRI EQIEN - JURNAL EKONOMI DAN BISNIS Referensi : Jurnal Ilmu Manajemen dan Akuntansi Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat Jurnal STIE Semarang (Edisi Elektronik) Idaarah: Jurnal Manajemen Pendidikan INFOMATEK: Jurnal Informatika, Manajemen dan Teknologi Journal of Research in Business, Economics, and Education
Ragil Pardiyono
Universitas Jenderal Achmad Yani
Religion Agriculture, Biological Sciences & Forestry Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mechanical Engineering Social Sciences Other

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Journal : Referensi : Jurnal Ilmu Manajemen dan Akuntansi

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PENENTUAN SKALA PRIORITAS DALAM STRATEGI PEMASARAN PRODUK MEREK PECANDU COFFEE Ragil Pardiyono; Susi Nugrahati
Referensi : Jurnal Ilmu Manajemen dan Akuntansi Vol 8, No 2 (2020)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/ref.v8i2.1558

Abstract

This study aims to design a priority marketing strategy using a marketing mix model by measuring consumer perceptions to increase sales volume.. From the Factor Analysis processing, there are 12 latent variables that have eigenvalues 1, namely product, service, public facilities, access, branding promotion, strategic, unique serving consumers, advertising media, lighting, entertainment, and quality. After that, it is processed using the Analytical Hierarchy Process (AHP), and the result is that there are 3 priority factors, namely the quality factor (31.66%), product (13.10%), and advertising media (11.93%). The quality factor strategy includes making SOPs, attending seminars / training, making P-IRT certifications, and making business licenses. Product factor strategy includes adding variant origin, redesigning the packaging. Marketing strategy through advertising media with Facebook and Instragram, becoming a merchant at Go-Food and Grab-Food, and partnerships with online payment application providers.
Co-Authors Adi Ganda Putra Akbar Rizky Fatullah Gianti Puspawardhani Hermita Dyah Puspita Hermita Dyah Puspita Jahny Sastradiharja Nurhadi Nurhadi Oviyan Patra Rinto Yusriski Susi Nugrahati